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Preference for the Underdog when Sampling Commercial Products: Assessment of the Effect and Limiting Conditions

Author

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  • Goldschmied, Nadav
  • McDaniel, Caiti
  • Ramirez, Veronica

Abstract

In two conceptual replication studies participants sampled two ostensibly different products, representing either an "underdog" or "favorite" brands, while in reality sampling identical items. In Study 1, participants tasting chocolate preferred the "underdog" brand but gender effects were also observed. In Study 2, participants preferred an "underdog" paint only when they did not receive bogus feedback on their ability before making the choice. These findings illuminate the boundary conditions under which underdog brands are preferred and suggest a taxonomy of factors to consider in future research.

Suggested Citation

  • Goldschmied, Nadav & McDaniel, Caiti & Ramirez, Veronica, 2017. "Preference for the Underdog when Sampling Commercial Products: Assessment of the Effect and Limiting Conditions," Journal of Marketing Behavior, now publishers, vol. 3(1), pages 51-61, October.
    • Handle: RePEc:now:jnljmb:107.00000041
    DOI: 10.1561/107.00000041
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    Cited by:

    1. He, Yi & You, Ya & Chen, Qimei, 2020. "Our conditional love for the underdog: The effect of brand positioning and the lay theory of achievement on WOM," Journal of Business Research, Elsevier, vol. 118(C), pages 210-222.

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