When Underdog Narratives Backfire: the Effect of Perceived Market Advantage on Brand Status

Neeru Paharia, Georgetown University, USA
Debora V. Thompson , Georgetown University, USA
Previous research has documented an “underdog effect,” when consumers prefer brands that have fewer resources with which to compete in the marketplace. We consider how the desire for status motivates a “top dog effect,” leading consumers to prefer brands that have more resources and hold a position of advantage.
[ to cite ]:
Neeru Paharia and Debora V. Thompson (2014) ,"When Underdog Narratives Backfire: the Effect of Perceived Market Advantage on Brand Status", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 17-21.