As in most things, people, this time in the garb of consumers, root for the company that is perceived to be a weak one. A team of researchers, including an Indian-origin scientist, has revealed that consumers strongly relate to brands that they perceive as underdogs. Across contexts, cultures, and time periods, underdog narratives have inspired people. Stories about underdogs are pervasive in sports, politics, religion, literature, and film, said authors Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor.
The above article was extracted from Skyline updates of Skyline College. Skyline College is amongst the top MBA and BBA institutes in Delhi, Gurgaon (NCR).
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