20-H: Perseverance of the Underdog Effect in the Face of Negative Reviews
People like rooting for underdogs. However, it is questionable whether their support for an underdog’s brand continues even after they hear something negative about the brand. In this research, we examine when and why negative reviews are more detrimental for a top dog’s brand compared to an underdog’s brand.
Dong-Jun Min, Anja Luethi, and Kyeong Sam Min (2017) ,"20-H: Perseverance of the Underdog Effect in the Face of Negative Reviews", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1049-1049.
Dong-Jun Min, University of New Orleans, USA
Anja Luethi, University of New Orleans, USA
Kyeong Sam Min, University of New Orleans, USA
NA - Advances in Consumer Research Volume 45 | 2017
Q11. The Effect of Message Ephemerality on Information Processing
Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA
Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging
Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
A Model of Consumer Self-Regulation Failure
Keith Wilcox, Columbia University, USA