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.



Citation:

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.

Authors

Dong-Jun Min, University of New Orleans, USA
Anja Luethi, University of New Orleans, USA
Kyeong Sam Min, University of New Orleans, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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