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

Nadav Goldschmied, Caiti McDaniel and Veronica Ramirez

Journal of Marketing Behavior, 2017, vol. 3, issue 1, 51-61

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.

Keywords: Sensory marketing; Branding; Self-implication; Taste; Vision (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://dx.doi.org/10.1561/107.00000041 (application/xml)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:now:jnljmb:107.00000041

Access Statistics for this article

More articles in Journal of Marketing Behavior from now publishers
Bibliographic data for series maintained by Lucy Wiseman ().