My Story Could Be Your Story: Underdog Employees in Services Advertising

Given the importance of employee in services advertising, two studies (one laboratory and one field study) demonstrate that underdog employee stories, just like underdog brand biographies, have positive effects on consumer’s brand attitude and actual purchase behavior because consumer has higher identification with the underdog employee. In both studies, we also examined the unexplored moderating effect of personal power distance belief (PDB) in the relationship between employee stories and identification.


Chun-Ming Yang and Yu-Shan Athena Chen (2015) ,"My Story Could Be Your Story: Underdog Employees in Services Advertising", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 814-814.


Chun-Ming Yang, Ming Chuan University, Taiwan
Yu-Shan Athena Chen, National Chengchi Uniersity, Taiwan


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More


Trust No One. Verify Everything: Bitcoin

Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada

Read More


Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.