Preference for the Underdog when Sampling Commercial Products: Assessment of the Effect and Limiting Conditions Available to Purchase

In two conceptual replication studies participants sampled two ostensibly different products, representing either an “underdog” or “favorite” brands, while in reality sampling identical items. In Study 1, participants tasting chocolate preferred the “underdog” brand but gender effects were also observed. In Study 2, participants preferred an “underdog” paint only when they did not receive bogus feedback on their ability before making the choice. These findings illuminate the boundary conditions under which underdog brands are preferred and suggest a taxonomy of factors to consider in future research.