Uncovering the Underdog Phenomenon
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Authors
Gentry, James W.
McGinnis, Lee
Issue Date
2005-06-1
Type
Working paper
Language
en_US
Keywords
Marketing , Business planning , Competition
Alternative Title
Abstract
Through qualitative analysis we explore some of the different meanings of underdog, examine motives for underdog support, and provide outcomes of underdog support. We also examine perceptions of underdog and topdog supporter characteristics. Our findings suggest that people support underdogs out of empathy, as a way to establish fairness, competition, and balance, and as a way to provide personal inspiration. Underdog supporters, by and large, are perceived to have more socially desirable characteristics than topdog supporters. Underdog support generally does not extend to high risk areas such as politics and high finance.
Description
Citation
Publisher
Washburn University. School of Business