Being an Underdog Or a Frontrunner: the Effects of Candidate Labels on Voters’ Responses

Despite pervasive use of the underdog and frontrunner labels in elections, related studies are still scant. This study examines the relative effects of labeling candidates as underdogs vs. frontrunners in political communications and explores the moderation of candidate-related and voter-related variables. Research results contribute to political-marketing theories and practices.


Hsuan-Yi Chou (2016) ,"Being an Underdog Or a Frontrunner: the Effects of Candidate Labels on Voters’ Responses", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 724-724.


Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan


NA - Advances in Consumer Research Volume 44 | 2016

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