{"id":37533,"date":"2026-03-05T21:40:05","date_gmt":"2026-03-05T12:40:05","guid":{"rendered":"https:\/\/uxdaystokyo.com\/articles\/?post_type=glossary&#038;p=37533"},"modified":"2026-03-09T23:00:10","modified_gmt":"2026-03-09T14:00:10","slug":"underdog-effect","status":"publish","type":"glossary","link":"https:\/\/uxdaystokyo.com\/articles\/glossary\/underdog-effect\/","title":{"rendered":"\u30a2\u30f3\u30c0\u30fc\u30c9\u30c3\u30b0\u52b9\u679c"},"content":{"rendered":"<p><span>\u73fe\u4ee3\u30d3\u30b8\u30cd\u30b9\u306b\u304a\u3044\u3066\u3001\u6280\u8853\u306e\u9032\u6b69\u3084\u60c5\u5831\u306e\u900f\u660e\u6027\u306e\u5411\u4e0a\u306b\u3088\u308a\u3001\u4f3c\u305f\u3088\u3046\u306a\u5546\u54c1\u3084\u30b5\u30fc\u30d3\u30b9\u304c\u6ea2\u308c\u3001\u6a5f\u80fd\u3084\u4fa1\u683c\u3067\u306e\u5dee\u5225\u5316\u304c\u96e3\u3057\u304f\u306a\u3063\u3066\u3044\u308b\u3002\u3053\u306e\u3088\u3046\u306a\u72b6\u6cc1\u4e0b\u3067\u3001\u7af6\u4e89\u306b\u304a\u3044\u3066\u4e0d\u5229\u306a\u7acb\u5834\u306b\u3042\u308b\u8005\u3092\u4eba\u3005\u304c\u5fdc\u63f4\u3057\u305f\u304f\u306a\u308b\u5fc3\u7406\u73fe\u8c61\u304c\u3042\u308b\u3002\u3053\u306e\u5fc3\u7406\u306f\u30a2\u30f3\u30c0\u30fc\u30c9\u30c3\u30b0\u52b9\u679c\uff08\u8ca0\u3051\u72ac\u52b9\u679c\uff09\u3068\u547c\u3070\u308c\u3001\u4f5c\u308a\u624b\u306e\u300c\u60c5\u71b1\u300d\u3084\u300c\u9006\u5883\u300d\u3092\u7269\u8a9e\u3068\u3057\u3066\u4f1d\u3048\u308b\u3053\u3068\u3067\u3001\u9867\u5ba2\u3068\u306e\u95a2\u4fc2\u3092\u5358\u306a\u308b\u300c\u53d6\u5f15\u300d\u304b\u3089\u3001\u611f\u60c5\u3067\u7d50\u3070\u308c\u305f\u300c\u30d1\u30fc\u30c8\u30ca\u30fc\u300d\u3078\u3068\u6607\u83ef\u3067\u304d\u308b\u3002<\/span><\/p>\n<h2>\u8a9e\u6e90\u30fb\u63d0\u5531\u8005<\/h2>\n<p><span>\u300c\u30a2\u30f3\u30c0\u30fc\u30c9\u30c3\u30b0\uff08Underdog\uff09\u300d\u306e\u8a9e\u6e90\u306f19\u4e16\u7d00\u306e\u95d8\u72ac\u306b\u7531\u6765\u3059\u308b\u3002\u95d8\u72ac\u306e\u8a66\u5408\u3067\u52a3\u52e2\u306a\u5074\u3092\u300c\u30a2\u30f3\u30c0\u30fc\u30c9\u30c3\u30b0\uff08\u4e0b\u5074\u306e\u72ac\uff09\u300d\u3068\u547c\u3093\u3067\u3044\u305f\u304c\u3001\u8ee2\u3058\u3066\u300c\u52dd\u3064\u898b\u8fbc\u307f\u306e\u8584\u3044\u6311\u6226\u8005\u300d\u3092\u610f\u5473\u3059\u308b\u3088\u3046\u306b\u306a\u3063\u305f\u3002\u3053\u306e\u5fc3\u7406\u73fe\u8c61\u306f\u53e4\u304f\u304b\u3089\u793e\u4f1a\u5fc3\u7406\u5b66\u3084\u653f\u6cbb\u5b66\u3067\u7814\u7a76\u3055\u308c\u30012009\u5e74\u306b\u306f\u6d88\u8cbb\u8005\u884c\u52d5\u8ad6\u306e\u6a29\u5a01\u3042\u308b\u5b66\u8853\u8a8c\u300eJournal of Consumer Research\u300f\u3067\u79d1\u5b66\u7684\u306b\u88cf\u4ed8\u3051\u3089\u308c\u305f\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5b66\u8005<\/span><span>\u306e<\/span><ruby>Anat<rt>\u30a2\u30ca\u30c3\u30c8<\/rt><\/ruby> <ruby>Keinan<rt>\u30ad\u30fc\u30ca\u30f3<\/rt><\/ruby>\u6c0f<span>\u3089\u306f\u3001\u6d88\u8cbb\u8005\u304c\u300c\u7121\u4e00\u6587\u304b\u3089\u306e\u6210\u529f\u7269\u8a9e\u300d\u3092\u6301\u3064\u30d6\u30e9\u30f3\u30c9\u3092\u597d\u3080\u3053\u3068\u3092\u5b9f\u8a3c\u3057\u3066\u3044\u308b\u3002<\/span><\/p>\n<div id=\"attachment_37963\" style=\"width: 271px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-37963\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/02\/keinananat-261x300.webp\" alt=\"Anat Keinan\u6c0f\" width=\"261\" height=\"300\" class=\"wp-image-37963 size-medium\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/02\/keinananat-261x300.webp 261w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/02\/keinananat-768x882.webp 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/02\/keinananat-892x1024.webp 892w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/02\/keinananat-1338x1536.webp 1338w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/02\/keinananat.webp 1487w\" sizes=\"auto, (max-width: 261px) 100vw, 261px\" \/><p id=\"caption-attachment-37963\" class=\"wp-caption-text\">Anat Keinan\u6c0f<br \/>\u5f15\u7528\u5143\uff1a<a href=\"https:\/\/www.bu.edu\/questrom\/profiles\/anat-keinan\/\">https:\/\/www.bu.edu\/questrom\/profiles\/anat-keinan\/<\/a><\/p><\/div>\n<h2>\u306a\u305c\u4eba\u306f\u300c\u5f31\u3044\u65b9\u300d\u3092\u5fdc\u63f4\u3059\u308b\u306e\u304b\uff1f<\/h2>\n<p><span>\u30a2\u30f3\u30c0\u30fc\u30c9\u30c3\u30b0\u52b9\u679c\u306e\u80cc\u5f8c\u306b\u306f\u3001\u5358\u306a\u308b\u300c\u540c\u60c5\u300d\u3067\u306f\u306a\u304f\u30012\u3064\u306e\u6df1\u3044\u5fc3\u7406\u30e1\u30ab\u30cb\u30ba\u30e0\u304c\u3042\u308b\u3002<\/span><\/p>\n<h3><strong>\u81ea\u5df1\u6295\u5f71\uff08\u540c\u4e00\u8996\uff09<\/strong><\/h3>\n<p><span>\u4eba\u306f\u56f0\u96e3\u306b\u7acb\u3061\u5411\u304b\u3046\u6311\u6226\u8005\u306e\u59ff\u306b\u3001\u81ea\u5206\u306e\u7d4c\u9a13\u3084\u7406\u60f3\u3068\u3059\u308b\u300c\u52aa\u529b\u3059\u308b\u81ea\u5206\u300d\u3092\u91cd\u306d\u5408\u308f\u305b\u308b\u3002\u3053\u308c\u306b\u3088\u308a\u30d6\u30e9\u30f3\u30c9\u306e\u6210\u529f\u3092\u300c\u81ea\u5206\u4e8b\u300d\u3068\u3057\u3066\u6349\u3048\u308b\u3088\u3046\u306b\u306a\u308b\u3002<\/span><\/p>\n<p><span>\u00a0<\/span><\/p>\n<h3><strong>\u516c\u6b63\u4e16\u754c\u4eee\u8aac\u3078\u306e\u5e0c\u6c42<\/strong><\/h3>\n<p><span>\u300c\u52aa\u529b\u306f\u6b63\u5f53\u306b\u5831\u308f\u308c\u308b\u3079\u304d\u3060\u300d\u3068\u3044\u3046\u4eba\u9593\u306e\u672c\u6765\u6301\u3064\u516c\u6b63\u3055\u3078\u306e\u6e07\u671b\u3067\u3042\u308b\u3002\u5de8\u5927\u4f01\u696d\u3067\u306f\u306a\u304f\u5c0f\u3055\u306a\u6311\u6226\u8005\u3092\u9078\u3076\u884c\u52d5\u306f\u3001\u300c\u79c1\u306f\u672c\u8cea\u7684\u306a\u4fa1\u5024\uff08\u52aa\u529b\uff09\u3092\u7406\u89e3\u3057\u3066\u3044\u308b\u300d\u3068\u3044\u3046\u6d88\u8cbb\u8005\u81ea\u8eab\u306e\u30a2\u30a4\u30c7\u30f3\u30c6\u30a3\u30c6\u30a3\u8868\u73fe\u306b\u3082\u306a\u308b\u3002<\/span><\/p>\n<div id=\"attachment_38229\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-38229\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect1-1024x559.png\" alt=\"\u306a\u305c\u6311\u6226\u8005\u3092\u5fdc\u63f4\u3059\u308b\u306e\u304b\" width=\"1024\" height=\"559\" class=\"wp-image-38229 size-large\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect1-1024x559.png 1024w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect1-300x164.png 300w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect1-768x419.png 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect1.png 1408w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-38229\" class=\"wp-caption-text\">\u306a\u305c\u6311\u6226\u8005\u3092\u5fdc\u63f4\u3059\u308b\u306e\u304b<\/p><\/div>\n<h2>\u30d3\u30b8\u30cd\u30b9\u3078\u306e\u5fdc\u7528\uff1a\u52b9\u679c\u3092\u767a\u52d5\u3055\u305b\u308b\u300c2\u3064\u306e\u6761\u4ef6\u300d<\/h2>\n<p>\u30ad\u30fc\u30ca\u30f3\u6559\u6388<span>\u3089\u306e\u7814\u7a76\u306b\u3088\u308c\u3070\u3001\u30a2\u30f3\u30c0\u30fc\u30c9\u30c3\u30b0\u52b9\u679c\u304c\u767a\u63ee\u3055\u308c\u308b\u306b\u306f\u3001\u30d6\u30e9\u30f3\u30c9\u306e\u7269\u8a9e\u306b\u4ee5\u4e0b\u306e2\u8981\u7d20\u304c\u5fc5\u8981\u3067\u3042\u308b\u3002<\/span><\/p>\n<h3>\u5916\u7684\u306a\u4e0d\u5229\uff08External Disadvantage\uff09<\/h3>\n<p><span>\u8cc7\u91d1\u4e0d\u8db3\u3084\u7d4c\u9a13\u4e0d\u8db3\u3001\u5727\u5012\u7684\u306a\u7af6\u5408\u306a\u3069\u3001\u81ea\u5206\u3067\u306f\u30b3\u30f3\u30c8\u30ed\u30fc\u30eb\u3057\u306b\u304f\u3044\u9006\u5883\u304c\u3042\u308b\u3053\u3068\u3002<\/span><\/p>\n<h3>\u5185\u7684\u306a\u60c5\u71b1\u3068\u6c7a\u610f\uff08Passion and Determination\uff09<\/h3>\n<p><span>\u305d\u306e\u9006\u5883\u306b\u5c48\u305b\u305a\u3001\u76ee\u6a19\u306b\u5411\u304b\u3063\u3066\u7a81\u304d\u9032\u3080\u5f37\u3044\u610f\u5fd7\u304c\u3042\u308b\u3053\u3068\u3002<\/span><\/p>\n<p><span>\u5358\u306b\u300c\u4e0d\u5229\u300d\u306a\u3060\u3051\u3067\u306f\u52b9\u679c\u306f\u751f\u307e\u308c\u306a\u3044\u3002\u9006\u5883\u306b\u3042\u3063\u3066\u3082\u300c\u8ae6\u3081\u306a\u3044\u59ff\u52e2\u300d\u304c\u898b\u3048\u305f\u3068\u304d\u3001\u521d\u3081\u3066\u6d88\u8cbb\u8005\u306e\u71b1\u72c2\u7684\u306a\u652f\u6301\u304c\u751f\u307e\u308c\u308b\u3002<\/span><\/p>\n<h2><span>\u00a0<\/span>\u7269\u8a9e\u3092\u300c\u8cc7\u7523\u300d\u306b\u5909\u3048\u308b\u4f1d\u3048\u65b9<\/h2>\n<p>\u81ea\u793e\u306e\u6b74\u53f2\u3092\u632f\u308a\u8fd4\u308a\u3001\u4e0a\u8a18\u306e\u300c2\u3064\u306e\u6761\u4ef6\u300d\u306b\u57fa\u3065\u3044\u3066\u518d\u69cb\u7bc9\u3059\u308b\u3053\u3068\u304c\u91cd\u8981\u3067\u3042\u308b\u3002<\/p>\n<ul>\n<li><strong>NG\u4f8b\uff1a<\/strong><span>\u00a0<\/span>\u300c\u5275\u696d\u4ee5\u6765\u3001\u9806\u8abf\u306b\u6210\u9577\u3057\u3066\u304d\u307e\u3057\u305f\u300d<\/li>\n<li><strong>OK\u4f8b\uff1a<\/strong><span>\u00a0<\/span>\u300c\u696d\u754c\u306e\u5e38\u8b58\u3068\u3044\u3046\u58c1\u306b\u963b\u307e\u308c\u3001\u8cc7\u91d1\u3082\u5e95\u3092\u3064\u304d\u304b\u3051\u305f\u3002\u3057\u304b\u3057\u300e\u9867\u5ba2\u306e\u8ab2\u984c\u3092\u89e3\u6c7a\u3057\u305f\u3044\u300f\u3068\u3044\u3046\u4e00\u5fc3\u3067\u30ac\u30ec\u30fc\u30b8\u3067\u8a66\u4f5c\u3092\u7d9a\u3051\u3001\u3053\u306e\u88fd\u54c1\u306f\u751f\u307e\u308c\u305f\u300d<\/li>\n<\/ul>\n<p>\u3053\u306e\u3088\u3046\u306b\u300c\u9006\u5883\u300d\u3068\u300c\u60c5\u71b1\u300d\u3092\u30bb\u30c3\u30c8\u3067\u4f1d\u3048\u308b\u3053\u3068\u3067\u3001\u4ed6\u793e\u304c\u6a21\u5023\u3067\u304d\u306a\u3044\u72ec\u81ea\u306e\u30d6\u30e9\u30f3\u30c9\u30a4\u30e1\u30fc\u30b8\u304c\u78ba\u7acb\u3055\u308c\u308b\u3002<\/p>\n<div id=\"attachment_38232\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-38232\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect3-1024x559.png\" alt=\"\u7269\u8a9e\u3092\u4f1d\u3048\u308b\u3053\u3068\u3067\u3001\u30d6\u30e9\u30f3\u30c9\u3092\u4f5c\u308b\" width=\"1024\" height=\"559\" class=\"wp-image-38232 size-large\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect3-1024x559.png 1024w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect3-300x164.png 300w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect3-768x419.png 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect3.png 1408w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-38232\" class=\"wp-caption-text\">\u7269\u8a9e\u3092\u4f1d\u3048\u308b\u3053\u3068\u3067\u3001\u30d6\u30e9\u30f3\u30c9\u3092\u4f5c\u308b<\/p><\/div>\n<h2>\u65e5\u3005\u306e\u767a\u4fe1\u306b\u300c\u30d7\u30ed\u30bb\u30b9\u306e\u7269\u8a9e\u300d\u3092\u6dfb\u3048\u308b<\/h2>\n<p>\u65b0\u6a5f\u80fd\u306e\u30ea\u30ea\u30fc\u30b9\u3084\u30b5\u30fc\u30d3\u30b9\u6539\u5584\u306e\u544a\u77e5\u3067\u3082\u3001\u30b9\u30da\u30c3\u30af\u306e\u7f85\u5217\u3060\u3051\u3067\u7d42\u308f\u3089\u305b\u3066\u306f\u3044\u3051\u306a\u3044\u3002<\/p>\n<p><strong>\u4f8b\uff1a<\/strong>\u300c\u696d\u754c\u6a19\u6e96\u306e\u3053\u306e\u6a5f\u80fd\u306f\u3001\u79c1\u305f\u3061\u306e\u30c1\u30fc\u30e0\u898f\u6a21\u3067\u306f\u5b9f\u88c5\u56f0\u96e3\u3068\u8a00\u308f\u308c\u3066\u3044\u305f\u3002\u3057\u304b\u3057\u7686\u69d8\u304b\u3089\u306e\u5207\u5b9f\u306a\u58f0\u306b\u5fdc\u3048\u308b\u305f\u3081\u3001\u30a8\u30f3\u30b8\u30cb\u30a2\u304c\u6570\u30f6\u6708\u306b\u308f\u305f\u308a\u72ec\u81ea\u306e\u89e3\u6c7a\u7b56\u3092\u6a21\u7d22\u3057\u3001\u3064\u3044\u306b\u5b9f\u88c5\u306b\u6210\u529f\u3057\u305f\u300d<\/p>\n<p><span>\u3053\u306e\u3088\u3046\u306b\u300c\u958b\u767a\u306e\u88cf\u5074\u300d\u3092\u958b\u793a\u3059\u308b\u3053\u3068\u3067\u3001\u30e6\u30fc\u30b6\u30fc\u306f\u65b0\u6a5f\u80fd\u3092\u5358\u306a\u308b\u30a2\u30c3\u30d7\u30c7\u30fc\u30c8\u3067\u306f\u306a\u304f\u3001\u300c\u79c1\u305f\u3061\u306e\u305f\u3081\u306b\u52dd\u3061\u53d6\u3063\u3066\u304f\u308c\u305f\u6210\u679c\u300d\u3068\u3057\u3066\u53d7\u3051\u53d6\u308a\u3001\u88fd\u54c1\u3078\u306e\u611b\u7740\uff08\u30d6\u30e9\u30f3\u30c9\u30fb\u30ed\u30a4\u30e4\u30ea\u30c6\u30a3\uff09\u3092\u6df1\u3081\u308b\u3002<\/span><\/p>\n<div id=\"attachment_38231\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-38231\" src=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect4-1024x559.png\" alt=\"\u30b9\u30da\u30c3\u30af\u306e\u7f85\u5217\u3067\u306f\u306a\u304f\u3001\u30d7\u30ed\u30bb\u30b9\u3092\u958b\u793a\u3059\u308b\u3053\u3068\u3067\u30d5\u30a1\u30f3\u306e\u5fc3\u3092\u63b4\u3080\" width=\"1024\" height=\"559\" class=\"wp-image-38231 size-large\" srcset=\"https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect4-1024x559.png 1024w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect4-300x164.png 300w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect4-768x419.png 768w, https:\/\/uxdaystokyo.com\/articles\/wp-content\/uploads\/2026\/03\/underdog-effect4.png 1408w\" sizes=\"auto, (max-width: 1024px) 100vw, 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title=\"&#8220;\u30d0\u30f3\u30c9\u30ef\u30b4\u30f3\u52b9\u679c&#8221; &#8212; UX TIMES\" src=\"https:\/\/uxdaystokyo.com\/articles\/glossary\/bandwagon-effect\/embed\/#?secret=QU58MsusjU#?secret=JmZV1aNCrM\" data-secret=\"JmZV1aNCrM\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<h2>\u53c2\u8003\u30ea\u30f3\u30af<\/h2>\n<p><a href=\"https:\/\/www.researchgate.net\/publication\/259708216_The_Underdog_Effect_The_Marketing_of_Disadvantage_and_Determination_through_Brand_Biography\/link\/0c96052824e05c6f99000000\/download?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19\" target=\"_blank\" rel=\"noopener\">Paharia, N., Keinan, A., Avery, J., &amp; Schor, J. B. 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