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Siding with the underdog: is your customer voting effort a sweet deal for your competitors?

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Listed:
  • Angeline G. A. Nariswari

    (University of Hawaii at Manoa)

  • Qimei Chen

    (University of Hawaii at Manoa)

Abstract

In this research, we explore the negative consequences of engaging customer participation through voting mechanisms. Specifically, we draw attention to the double risk of customer voting, first by identifying the adverse effects of losing, and then by revealing the potential of turning an already engaged set of customers over to underdog competitors. We first establish that the losing effect is distinct from that of a voting (empowerment) effect (Pilot Study). We then replicate the losing effect and show that losing (as opposed to winning) voters tend to experience stronger levels of disempowerment and identify more with the underdog (Study 1). Finally, we demonstrate that losing voters are more likely to choose a competitor brand over the incumbent brand, particularly when the competitor is perceived to be an underdog (Study 2). Our findings caution brand managers to reconsider their customer engagement strategy when it involves customer voting.

Suggested Citation

  • Angeline G. A. Nariswari & Qimei Chen, 2016. "Siding with the underdog: is your customer voting effort a sweet deal for your competitors?," Marketing Letters, Springer, vol. 27(4), pages 701-713, December.
    • Handle: RePEc:kap:mktlet:v:27:y:2016:i:4:d:10.1007_s11002-015-9372-z
    DOI: 10.1007/s11002-015-9372-z
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    References listed on IDEAS

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    1. André Blais & François Gélineau, 2007. "Winning, Losing and Satisfaction with Democracy," Political Studies, Political Studies Association, vol. 55, pages 425-441, June.
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    3. 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.
    4. André Blais & François Gélineau, 2007. "Winning, Losing and Satisfaction with Democracy," Political Studies, Political Studies Association, vol. 55(2), pages 425-441, June.
    5. Anderson, Christopher J. & Mendes, Silvia M., 2006. "Learning to Lose: Election Outcomes, Democratic Experience and Political Protest Potential," British Journal of Political Science, Cambridge University Press, vol. 36(1), pages 91-111, January.
    6. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
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    Cited by:

    1. Chen, Qimei & He, Yi & Hu, Miao & Li, Daoji, 2023. "(Em)powering the underdog: How power states enhance referral intention-behavior consistency for underdog entrepreneurs," Journal of Business Research, Elsevier, vol. 169(C).

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