Can Losing Lead to Winning?

Jonah Berger, University of Pennsylvania, USA
Devin Pope, University of Chicago, USA
Being behind in competitions usually leads to losing. In contrast we show that losing by a little boosts performance by increasing motivation. NBA basketball teams down a point at halftime, for example, win more often than teams ahead by one. Experiments corroborate the field data and cast doubt on alternative explanations.
[ to cite ]:
Jonah Berger and Devin Pope (2011) ,"Can Losing Lead to Winning? ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 164-165.