Rooting for (and then abandoning) the underdogJournal of Applied Social Psychology (2008)
Although people prefer to associate with winners, there is also a strong desire to support the lovable loser or underdog. In 4 studies, we demonstrate the underdog effect and its delimiting conditions.
Citation InformationJongHan Kim, Scott T. Allison, Dafna Eylon, George Goethals, et al.. "Rooting for (and then abandoning) the underdog" Journal of Applied Social Psychology Vol. 38 (2008)
Available at: http://works.bepress.com/scott_allison/10/