Date of Award


Thesis Date


Degree Type

Honors Thesis-Restricted

Degree Name



Management and Marketing

Degree Program



Kyeong Sam Min


Research on underdogs has suggested that consumers feel sympathy for and a desire to support the underdog. However, it is unclear how their evaluations of the underdog will change if they receive negative information about it. The current research aims to explore the role of negative word-of-mouth of the underdog, compared to the top dog, in consumers’ brand attitude, brand value, and purchase intention. Specifically, drawing on two streams of research, two competing hypotheses are proposed and tested. An experiment was conducted with online consumer panel members. Consistent with confirmation bias and familiarity principle, the results supported a hypothesis that an underdog brand suffers more than a top dog brand from negative online word-of-mouth. Theoretical and practical implications of these findings along with future research directions are discussed.


The University of New Orleans and its agents retain the non-exclusive license to archive and make accessible this honors thesis in whole or part in all forms of media, now or hereafter known. The author retains all other ownership rights to the copyright of the honors thesis.

Included in

Marketing Commons