Anat Keinan, Jill Avery, and Neeru Paharia report on why smaller brands often win out:
The label of Nantucket Nectars informs us, for example, that its creators started “with only a blender and a dream,” and Clif Bar proclaims that its founder once lived in a garage. ... [T]he stronger a subject’s own “underdog disposition”a sense of struggling in tough circumstanceswas, the greater his or her preference for the underdog brand.