Emotional Marketing: How Pride and Compassion Impact Preferences For Underdog and Top Dog Brands

Mark Staton, Western Washington University, USA
Neeru Paharia, Georgetown University, USA
Christopher Oveis, University of California San Diego, USA
Feelings of compassion and pride motivate different behaviors (Oveis, Horberg and Keltner 2010). In this paper, we show a preference for underdog brands (Paharia, Keinan, Avery and Schor 2011) when feeling compassion, while a preference for market leaders (“top dogs”) appears when feeling pride.
[ to cite ]:
Mark Staton, Neeru Paharia, and Christopher Oveis (2012) ,"Emotional Marketing: How Pride and Compassion Impact Preferences For Underdog and Top Dog Brands ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1045-1046.