The Boundary Conditions Of Underdog Effect:Product Category And Brand Status

In recent years,the words "grassroots" and "counterattack" have been repeated,and the representations of these words appear in front of people with "Underdog".Many companies enter the consumer market through "Underdog",with the most simple way-"selling tragedy" to win consumer sympathy,a substantial increase in their own attention.Facing the event about "Hit Shun Feng brother",SF Group quickly create a "Underdog" attitude by the hard working experience of the brother.Just a few hours,Major news platform,Microblogging hot search,Tencent News,Sina News,enthusiastically reported.So Shunfeng Shun Feng received a lot of income.People will show a high compassion,when faced with inferiority,such as the tragic show in the past,JiaDuobao-Wang Laoji's case of the century.These events will find that people are more inclined to the weak side in compete.This support is beyond everyone's expectations,people not only verbal support,more willing to make a real purchase to"Underdog".At present,underdog is defined as the weaker one in competition that has two conditions:first,external disadvantages;second,passion and determination.The underdog effect is that consumers are more willing to buy and promote the products from the weaker enterprises.Enterprises habitually spread out the stories that they are weaker to stimulate the consumers'purchase,where underdog effect happens.But the spread of these stories has conditions.When consumers are purchasing products,they have different attitudes towards their behaviors.This paper argues that the occurrence of the underdog effect is affected by the product category.This paper finds that the occurrence of inferiority is affected by the product type.Therefore,the experiment one,found that the role of product regulation in the inferior position of the purchase intention,in which the social identity of the product can promote the occurrence of inferior effects,utilitarian products are no way to help the inferior effect.While the level of brand status can affect the value of the product in the degree of expression.Experiment 2,found that the brand status can affect the type of product to the disadvantaged position of the purchase of the willingness level,and found that the inferior effect will only occur in the high brand status of social identity products.In this study,we prove that the product category with brand status is the boundary condition of the underdog effect.And for the following studies,it is essential to make the product category as a control variable.