The Underdog Effect
Commercially Credible or Commercially Usable?
In business, it is a common logic that good image sells while bad image do not because people love good and beautiful and hates bad and ugly. Similarly, a high-quality made product sells though it is very expensive but low-quality and defective products do not, though it is very cheap.
Some logic also applies to TV drama series in the Philippines and real-life; the one being beaten and battered is the one being love by many and have highest credible appeal. This has been proven by the research and surveys done by Synergy Business Consultancy in regards to who among the Filipino personalities or Filipino celebrities has the most selling appeals among the Filipino consumers.
According to their surveys, on the top list of the most Filipino celebrity that has a mass selling appeal is the international boxing sensation Manny Pacquiao who got seven (7) out of ten (10) people believes him to be credible on all his product endorsements. The credible points on Manny Pacquiao is not only his boxing winnings but also his underdog projection on the Filipino public is what makes him climb on the credibility reports in regards to products endorsements, according to the survey and research of Synergy Business Consultancy.
Which follows Pacquiao, according to their survey is Dra. Vicky Belo for her being the underdog and the aggrieved party on the sex scandal issue she was involved with last year.
The underdog effect of a product endorser plays a major role to seduce the buying public to buy the product among Filipino buyers. For according to the manager of Synergy Business Consultancy “…..it seems the credibility to endorse may in fact be a good boost if he or she is considered the underdog. This is a very Filipino trait that we observe in our country….”,or in short, if one Filipino celebrity has an underdog image and was involved in a big controversy wherein he or she was the underdog one, his or her commercial viability to endorse a product is high or the product will surely sells to the public or to the Filipino consumers if he or she endorse a product.
Moreover, according to the survey, the drop on the top list of some of the most commercially credible Filipino personalities was due to their loss of underdog image or good image, such as Mr. James Yap whose credibility ratings drop from twenty-two (22) percent into fifteen (15) percent this year according to the survey due to some issues with his marriage with Ms. Kris Aquino. Other Filipino personalities who drop from the top list according to this survey were the actress Ms. Marian Rivera, Ruffa Gutierrez, Melanie Marquez, the news anchors Korina Sanchez, Mel Tiangco, Mike Enriquez, and celebrity doctors Dr. Pie and Manny Calayan, and some others.
However, according to this research, only thirty-one (31) percent out of one hundred (100) percent of the study says that they only use the products because their favorite Filipino celebrities and personalities endorse it, and the other half says they use and buy the products because of the testimonies and endorsement of their fellow ordinary Filipino people.
Anyway, the Synergy Business Consultancy is a “full-service marketing research consulting company” that provides marketing based and business solutions to aid the growth of a business organization particularly in the Philippines. According to them they just don’t focus on “whats” of the research datas they have gathered for their business partner but rather focus on “so whats” and “now whats” of the research data or in short they just don’t present “Oh here is the data or research you need for your business” to their business partners but explain the implications and other aspects of the research datas to their business clients to facilitate the progress and growth of their business partners using such research datas, just like I have discussed above this article.
Therefore, Synergy Business Consultancy’s survey about what I have discussed has credibility.