Can Losing Lead to Winning?

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.



Citation:

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.

Authors

Jonah Berger, University of Pennsylvania, USA
Devin Pope, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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