Underdog consumption: An exploration into meanings and motives

By L. McGinnis, J. Gentry. 2009

94 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/fec1ab3b2899dddb7a07e7ff45dd91edac4c87b6

Citations in the corpus

• Rival conceptions of rivalry: why some competitions mean more than others (2015, unknown): “Support for the underdog team is often motivated by identification with nondominant entities or as ‘a means to keep the little guy competing’ (McGinnis & Gentry, 2009, p. 191).”