Manager Roy Hodgson has admitted West Brom are suffering from second-season syndrome.
And Hodgson claims top striker Peter Odemwingie, who bagged an impressive 15 goals in his first Premier League season at the Baggies is one of the main causalities.
The 30-year-old has failed to recapture their form which saw the Black Country outfit finish in an impressive 11th position last campaign.
Odemwingie has scored just one goal so far this term in a side which has won once all season and sit in the bottom three.
It is a far cry from the heady heights of last season which saw them produce a run of only two defeats in 12 games under Hodgson.
Ahead of Saturday's trip to Sunderland, Hodgson told The Sun: "There's a second-season syndrome for clubs and players. It's a very valid observation that syndrome exists. If a player does really well he suddenly becomes a marked man.
"When Blackpool started last year, Charlie Adam and David Vaughan were not players people were talking about but then it was all about, 'Can we stop Adam? Can we stop Vaughan?'.
"Peter has got to come to terms with that, which won't be a problem - he's experienced and has played in Russia and France and played many games for Nigeria. But he's got to realise it's not going to be easy for him this year, so he's got to work harder for his goals.
"When (Cristiano) Ronaldo was playing for United there weren't many of us who didn't know his tricks. The problem was stopping him doing it. Hopefully, Peter can be the same."
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