Uncovering the Underdog Phenomenon

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dc.contributor.authorGentry, James W.
dc.contributor.authorMcGinnis, Leeen_US
dc.dateJune 2005en_US
dc.date.accessioned2014-11-14en_US
dc.date.accessioned2018-11-02T14:38:03Z
dc.date.available2014-11-14en_US
dc.date.available2018-11-02T14:38:03Z
dc.date.issued2005-06-1
dc.description.abstractThrough 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.en_US
dc.description.sponsorshipKaw Valley Banken_US
dc.format.mediumPDFen_US
dc.identifier.otherSchool of Business Working Paper Series; No. 43en_US
dc.identifier.urihttps://hdl.handle.net/10425/168
dc.language.isoen_USen_US
dc.publisherWashburn University. School of Businessen_US
dc.subjectMarketingen_US
dc.subjectBusiness planningen_US
dc.subjectCompetitionen_US
dc.titleUncovering the Underdog Phenomenonen_US
dc.typeWorking paperen_US
washburn.identifier.cdm105en_US
washburn.identifier.oclc61524740en_US
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