Flemington, NJ, April 6, 2010 – Results from a national media study among 1,200 Americans viewing Tiger Woods’ press conference yesterday revealed that perceptions of Woods were relatively unchanged compared to results from a previous study in February.
The study was conducted by HCD Research on April 5, 2009 using its MediaCurves.com® website, to obtain viewers’ perceptions of video clips from a press conference by Tiger Woods at the site of the Masters golf tournament. To view detailed results go to: www.mediacurves.com.
Slightly more viewers (8%) indicated that they would be more likely to purchase products endorsed by Tiger Woods after the press conference, compared to the percentage of viewers (6%) who reported the same feelings after Woods’ apology in February (6%). In addition, while 17% of viewers indicated that they had a more negative view of Woods after his apology in February, slightly less viewers (15%) indicated that they had a more negative view of him after the recent press conference.
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.”
|
|
Before Video |
After Video |
|
2/19/10 Study |
3.8 |
3.9 |
|
4/5/10 Study |
3.7 |
3.9 |
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”
|
|
2/19/10 |
4/5/10 |
|
Likeability |
4.0 |
4.1 |
|
Believability |
4.0 |
4.0 |
|
Sincerity |
4.1 |
4.1 |
Has this press conference changed your perception of Tiger Woods?
|
|
2/19/10 |
4/5/10 |
|
Yes, I have a more negative perception of Tiger Woods |
17% |
15% |
|
Yes, I have a more positive perception of Tiger Woods |
31% |
31% |
|
No, my perception of Tiger Woods has not changed |
52% |
54% |
Has this incident changed your likelihood of purchasing products endorsed by Tiger Woods?
|
|
2/19/10 |
4/5/10 |
|
Yes, I am more likely to purchase products endorsed by Tiger Woods |
6% |
8% |
|
Yes, I am less likely to purchase products endorsed by Tiger Woods |
26% |
26% |
|
No change |
68% |
66% |
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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