Underdogging:
	The tendency to almost invariably side with the underdog in a
given situation.  The consumer expression of this trait is the
purchasing of less successful, "sad," or failing products: "I know
these Vienna franks are heart failure on a stick, but they were so sad
looking up against all the other yuppie food items that I just had to
buy them."
		-- Douglas Coupland, "Generation X: Tales for an Accelerated
		   Culture"