Why do consumers support the underdog team in sports entertainment? Replication and extension study of motivational bases for consumer affection for underdog.

Abstract

The aim of this research study is to replicate the motivational bases associated with consumers’ affection towards the underdog and extend it to the sports industry, though some research does exist on consumers’ motivations behind their preference for underdog. This research focuses on identifying the consumers’ emotional feelings associated with underdog sports teams as discussed in the later part of the study. This is important for two reasons: first, the value and economic importance of the sports industry and, second, the conceptual issues that arise from consumers' affection for the ‘underdog’ in political, business and sporting areas.