000			nam a22 4500
999			_c48336 _d48336
003			OSt
005			20170923184125.0
008			170923b xxu||||| |||| 00| 0 eng d
100			_aKirmani, Amna _927566
245			_aDoing Well Versus Doing Good: The Differential Effect of Underdog Positioning on Moral and Competent Service Providers
300			_a103-117 p.
520			_aThis research examines how consumers make trade-offs between highly competent, less moral service providers and highly moral, less competent service providers. Counter to research on general impression formation, which shows that moral traits dominate competence traits, the authors demonstrate that when choosing between service providers, consumers systematically value competence more than morality. However, underdog positioning moderates this effect. When a moral service provider is positioned as an underdog, consumers feel empathy, thereby attenuating the dominance of competence. Notably, although underdog positioning can help a moral provider overcome a deficit in competence, it does not help a competent service provider overcome a deficit in morality or a warm provider overcome a deficit in competence. Thus, underdog positioning is particularly well suited for less competent service providers who are highly moral.
653			_aServices
653			_aMorality
653			_aEmpathy
653			_aCompetence
653			_aunderdog
700			_aHamilton, Rebecca W. _927567
700			_aThompson, Debora V. _927568
700			_aLantzy, Shannon _927569
773	0		_029537 _966971 _aFRAZIER GARY L. _o5557753 _tJOURNAL OF MARKETING _x0022-2429
942			_2ddc _cJA-ARTICLE