Disadvantaged Company

What it measures

A four-item scale measuring the degree to which a consumer perceives a company as disadvantaged relative to competitors — occupying an underdog position in the marketplace characterised by competitive disadvantage, long odds, and the need to struggle to succeed. Items capture relative market standing, underdog categorisation, probability of success, and competitive adversity. The scale is designed for research on underdog brand positioning and its effects on consumer sympathy, preference, and support.

Response format

7-point Likert

Scale items

• This company has a disadvantage compared to the competition.
• I consider the company to be an underdog in the marketplace.
• The odds are against the company being successful.
• The company will have to struggle to succeed.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alpha ranged from .804 to .923 across Experiments 1 (pre- and post-test), 2, and 3 (pre- and post-test) — Siemens et al. (2020). VALIDITY: Not addressed. Scale adapted from Paharia et al. (2011, Journal of Consumer Research 37(5), 775–790) underdog positioning measure, with key terms and phrasing borrowed and items reframed for perceptual assessment from the consumer's viewpoint.

Citation

Siemens, Jennifer C., et al. (2020). Fighting the giant: Underdog positioning and consumers' responses. Journal of Marketing, 84(1), 75–91.

Keywords