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Conditional Love : A Study Of Situational Differences In Rooting For An Underdog, Sheila Margaret Hindle

Master's Theses

While people tend to root unabashedly for underdogs in the domain of athletics, underdogs do not generally receive the same tremendous support in matters of business. This may occur for a variety of reasons, but of particular interest is the fact that an individual's perception of a situation as both self-relevant and of high consequences may prove detrimental to his or her willingness to support an underdog. Two studies were conducted to explore these hypotheses. Study 1 (N=48) required participants to read a brief scenario depicting a situation of varied self-relevance and consequences, and then select a company to complete …