The Reverse Underdog Effect
The underdog brand positioning may not always work positively. The present research finds that the negative consequence of the underdog effect is more pronounced when ethical transgressions take place as opposed to the functional transgressions. More importantly, perceived betrayal is the underlying process that results in negative attitudes toward brand.
Kiwan Park and Yae Ri Kim (2015) ,"The Reverse Underdog Effect", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 801-801.
Kiwan Park, Seoul National University, Korea
Yae Ri Kim, Seoul National University, Korea
NA - Advances in Consumer Research Volume 43 | 2015
D6. How to Boast Appropriately When Word of Mouth Flows Internationally?
Xingyu Wang, Huazhong University of Science and Technology, China
Yaping Chang, Huazhong University of Science and Technology, China
Jun Yan, Huazhong University of Science and Technology, China
In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information
Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA
D9. Consumption Closure as a Driver of Positive Word of Mouth
Christina Saenger, Youngstown State University
Veronica Thomas, Towson University