Flemington, NJ, April 5, 2010 – Results from a national media study among 1,200 Americans revealed that the average ratings of favorability towards Tiger Woods increased from a score of 3.7 to a score of 3.9, on a scale of 1 to 7, after viewing video clips from Woods’ press conference this afternoon.
The study was conducted today by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of video clips from a press conference given by Tiger Woods at the Masters golf tournament. To view detailed results go to: www.mediacurves.com.
After watching the video, over one-third (31%) of viewers indicated that they had a more positive perception of Tiger Woods. Woods’ average believability ratings increased from a 3.6 before the video to a 4.0 after the video and his average sincerity ratings also increased from 3.7 before the video to 4.1 after the video. In addition, the majority of viewers (63%) felt that the apologies Woods has given have been sufficient.
Among the findings:
Please indicate how favorable you are of the Tiger Woods using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”
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Before Video
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After Video
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Mean
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3.7
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3.9
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Please rate Tiger Woods on the following attributes
where 1 represents “Not at all strong in this attribute” and 7 represents “Extremely strong in this attribute”
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Before Video
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After Video
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Likeability
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4.1
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4.1
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Believability
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3.6
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4.0
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Sincerity
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3.7
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4.1
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Has this press conference changed your perception of Tiger Woods?
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Total
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Yes, I have a more negative perception of Tiger Woods
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15%
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Yes, I have a more positive perception of Tiger Woods
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31%
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No, my perception of Tiger Woods has not changed
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54%
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Do you think the apology that Tiger Woods gave was sufficient?
While viewing the video, participants indicated their perceived levels of sincerity by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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