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Underdog consumption: An exploration into meanings and motives

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  • McGinnis, Lee Phillip
  • Gentry, James W.

Abstract

Marketers frequently position business concerns - whether brands, teams, or stores - as the non market-dominant entity (or the "underdog"). This article examines the motives for underdog support through in-depth interviews and a focus group. Findings suggest that underdog consumers support underdogs out of empathy, as a way to ensure the maintenance of equal opportunity in competition, and as a way to provide personal inspiration. Some motives for underdog support can be interpreted to be anti-consumption (or, at least, anti-corporate) in nature. On the other hand, many underdog consumers support and identify with underdogs not necessarily as a way to keep the top dog down, but as a means to keep the little guy competing. Rather than solely "vote-against" behavior, "vote-for" behavior is very evident as well.

Suggested Citation

  • McGinnis, Lee Phillip & Gentry, James W., 2009. "Underdog consumption: An exploration into meanings and motives," Journal of Business Research, Elsevier, vol. 62(2), pages 191-199, February.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:191-199
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