Capitalizing on the Underdog Effect
Everyone loves a scrappy underdog. J.K. Rowling created an appealing underdog character in Harry Potter. In the 2010 World Cup, teams such as New Zealand and Uruguay, and the two finalists—Spain and Netherlands—who had never won before, inspired fans around the world. And both Barack Obama and John McCain positioned themselves as underdogs in the […]
Marketing Capitalizing on the Underdog Effect by Anat Keinan , Jill Avery and Neeru Paharia From the Magazine (November 2010) Post Post Share Save Get PDF Buy Copies Print Leer en español Ler em português Post Post Share Save Get PDF Buy Copies Print Everyone loves a scrappy underdog. J.K. Rowling created an appealing underdog character in Harry Potter . In the 2010 World Cup, teams such as New Zealand and Uruguay, and the two finalists—Spain and Netherlands—who had never won before, inspired fans around the world. And both Barack Obama and John McCain positioned themselves as underdogs in the
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