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Inspire me to purchase: Consumers’ personal control and preference for underdog brand positioning

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  • Tang, Yangyi (Eric)
  • Tsang, Alex S.L.

Abstract

Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research suggests that underdog positioning may elicit favorable consumer responses, although little is known about when it is more effective. To address this gap, we examine how personal control influences consumers’ responses to underdog (vs. top dog) positioning. Studies 1 and 2 demonstrate that low-control consumers prefer brands positioned as underdogs because the passion and determination exemplified in underdog positioning can inspire those consumers to cope with their loss of control. Studies 3 and 4 show that low-control consumers’ relative preference for underdog positioning is moderated by both their shopping orientation and the causal attribution for their loss of control. We discuss the practical implications of these results for effective marketing communications and the theoretical implications for the growing research on underdog positioning and customer inspiration.

Suggested Citation

  • Tang, Yangyi (Eric) & Tsang, Alex S.L., 2020. "Inspire me to purchase: Consumers’ personal control and preference for underdog brand positioning," Journal of Business Research, Elsevier, vol. 115(C), pages 101-109.
    • Handle: RePEc:eee:jbrese:v:115:y:2020:i:c:p:101-109
    DOI: 10.1016/j.jbusres.2020.04.031
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    References listed on IDEAS

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    1. Karen Page Winterich & Kelly L. Haws, 2011. "Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 505-524.
    2. Neeru Paharia & Anat Keinan & Jill Avery & Juliet B. Schor, 2011. "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 775-790.
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    6. Keisha M. Cutright & Adriana Samper, 2014. "Doing It the Hard Way: How Low Control Drives Preferences for High-Effort Products and Services," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 730-745.
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    Cited by:

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    4. Song, Shijie & Yao, Xinlin & Zhao, Yuxiang Chris & Ba, Zhichao, 2024. "Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
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    6. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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