人们何时支持弱者?营销中的劣势者效应研究述评
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外国经济与管理 2014 年 第 36 卷第 12 期, 页码：13 - 21
摘要
参考文献
摘要
"劣势者效应"即人们给予竞争中处于劣势的一方更多支持的效应。本文主要基于文献回顾,着眼于营销应用,分析了劣势者效应概念,介绍了消费者基于劣势者信息对劣势者的识别和劣势者效应的影响因素和应用条件。过往研究表明,消费者会依据企业或品牌的竞争态势、先天资源、努力程度等因素形成劣势者判断,并给予劣势者支持;影响劣势者效应的中介因素包括身份认同动机、公平动机和功利性动机,竞争结果重要性和文化差异是劣势者效应的调节因素。最后,文章对未来研究方向进行了展望。
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[2]Ceci S J and Kain E L.Jumping on the bandwagon with the underdog:The impact of attitude polls on polling behavior[J].Public Opinion Quarterly,1982,46(2):228-242.
[3]Fehr E and Fischbacher U.The nature of human altruism[J].Nature,2003,425(6960):785-791.
[4]Fleitas D W.Bandwagon and underdog effects in minimal-Information elections[J].American Political Science Review,1971,65(2):434-438.
[5]Frazier J A and Snyder E E.The underdog concept in sport[J].Sociology of Sport Journal,1991,8(4):380-388.
[6]Gallup G and Rae S F.Is there a bandwagon vote?[J].Public Opinion Quarterly,1940,4(2):244-249.
[7]Goldschmied N.The underdog effect:Definition,limitations,and motivations.Why do we support those at a competitive disadvan-tage?[D].University of South Florida,Los Angeles,2005.
[8]Goldschmied N and Vandello J A.The advantage of disadvantage:Underdogs in the political arena[J].Basic and Applied Social Psychology,2009,31(1):24-31.
[9]Goldschmied N and Vandello J A.The future is bright:The underdog label,availability,and optimism[J].Basic and Applied Social Psychology,2012,34(1):34-43.
[10]Goot M.Underdogs,bandwagons or incumbency?Party support at the beginning and the end of Australian election campaigns,1983-2007[J].Australian Cultural History,2010,28(1):69-80.
[11]Griffith R M.Odds adjustments by American horse-race bettors[J].American Journal of Psychology,1949,62(2):290-294.
[12]Hodgon R and Maloney J.Bandwagon effects in British elections,1885-1910[J].Public Choice,2013,157(1-2):73-90.
[13]Kim J,et al.Rooting for(and then abandoning)the underdog[J].Journal of Applied Social Psychology,2008,38(10):2550-2573.
[14]Lee A M C and Lee E B.The fine art of propaganda:A study of Father Coughlin’s speeches[M].New York:Harcourt Brace and Company,1939.
[15]Lerner M J.The justice motive in social behavior:Introduction[J].Journal of Social Issues,1975,31(3):1-19.
[16]Mcallister I and Studlar D T.Bandwagon,underdog,or projection?Opinion polls and electoral choice in Britain,1979-1987[J].Journal of Politics,1991,53(3):720-741.
[17]Mehrabian L.Effects of poll reports on voter preferences[J].Journal of Applied Social Psychology,1998,28(23):2119-2130.
[18]Merriam-Webster.Underdog[EB/OL].http://www.merriam-webster.com/dictionary/underdog,2014-01-01.
[19]Michniewicz K S and Vandello J A.The attractive underdog:When disadvantage bolsters attractiveness[J].Journal of Social and Personal Relationships,2013,30(7):942-952.
[20]Paharia N,et al.The underdog effect:The marketing of disadvantage and determination through brand biography[J].Journal of Consumer Research,2011,37(5):775-790.
[21]Pierce W M.Climbing on the bandwagon[J].Public Opinion Quarterly,1940,4(2):241-243.
[22]Simon H A.Bandwagon and underdog effects and the possibility of election predictions[J].Public Opinion Quarterly,1954,18(3):245-253.
[23]Sobel R S and Ryan M E.Unifying the favorite-longshot bias with other market anomalies[A].Ziemba D H W(Ed.).Handbook of sports and lottery markets[C].Amsterdam:North Holland-Elsevier,2008:137-160.
[24]Vandello J A,et al.The appeal of the underdog[J].Personality Social Psychology Bulletin,2007,33(12):1603-1616.
[25]Wikipedia.Underdog(competition)[EB/OL].http://en.wikipedia.org/wiki/underdog_(competition),2014-06-21.
[26]杨晨等.“示弱”品牌传记在“蛇吞象”跨国并购中的正面效应[J].中国工业经济,2013,(2):143-155.
引用本文
钟科, 王海忠, 杨晨. 人们何时支持弱者?营销中的劣势者效应研究述评[J]. 外国经济与管理, 2014, 36(12): 13–21.
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