Rooting for (and then Abandoning) the Underdog
Although people prefer to associate with winners, there is also a strong desire to support the lovable loser or underdog. In 4 studies, we demonstrate the underdog effect and its delimiting conditions.
Kim, JongHan, Scott T. Allison, Dafna Eylon, George R. Goethals, Michael J. Markus, Heather A. McGuire, and Sheila M. Hindle. "Rooting for (and then abandoning) the underdog" Journal of Applied Social Psychology 38 (2008): 2550-2573.