摘要：本研究考察广告竞争情境下弱势品牌劣势者广告诉求策略的效果及作用机制，研究引入强弱品牌广告竞争强度作为调节变量，引入广告同理心感知、消费者行动主义作为中介变量。研究结果表明，面对强势品牌的广告竞争，弱势品牌采用劣势者广告诉求策略效果要好于非劣势者广告诉求策略。随着竞争强度的提高，消费者对采用劣势者广告诉求策略的弱势品牌的购买意向不断提高，竞争强度对于劣势者定位具有调节作用，消费者广告同理心感知、消费者行动主义对劣势者广告诉求效果具有连续中介作用。研究丰富了劣势者效应理论，具有较大的理论价值和实践价值。

Abstract: This paper focuses on the effect and mechanism of underdog advertising positioning strategy of the weak brands in the context of advertising competition, introduces the intensity of advertising competition of strong and weak brands as moderating variables, and introduces advertising empathy perception and consumer activism as mediating variables. The empirical results show that in the face of advertising competition from strong brands, the weak brand adopts the underdog positioning advertising would get better effect than the general weak brand advertising strategy. With the increase of competition intensity, weak brand using underdog positioning advertising strategy can improve weak brand purchase intention, and the competition intensity has a moderating effect on the underdog positioning, and consumer advertising empathy perception and consumer activism have continuous mediating effect on the underdog advertising positioning. The research enriches the theory of the underdog effect, and has great theoretical and practical value.