Journal of Marketing Behavior > Vol 3 > Issue 1

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

Nadav Goldschmied, University of San Diego, USA, ngoldschmied@sandiego.edu Caiti McDaniel, University of San Diego, USA, cmcdaniel@sandiego.edu Veronica Ramirez, University of San Diego and National Institutes of Health, USA, veronicaramirez@sandiego.edu
 
Suggested Citation
Nadav Goldschmied, Caiti McDaniel and Veronica Ramirez (2017), "Preference for the Underdog when Sampling Commercial Products: Assessment of the Effect and Limiting Conditions", Journal of Marketing Behavior: Vol. 3: No. 1, pp 51-61. http://dx.doi.org/10.1561/107.00000041

Published: 26 Oct 2017
© 2017 N. Goldschmied, C. McDaniel, and V. Ramirez
 
Subjects
Behavioral Decision Making,  Comparative Market Structure,  Consumer Behavior
 
Keywords
Sensory marketingBrandingSelf-implicationTasteVision
 

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In this article:
Study 1: Do Underdogs Taste Better?
Study 2: Do Underdogs Look Better?
General Discussion
References

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.

DOI:10.1561/107.00000041