Viewers Split on Whether Tiger's Alleged Affairs will Influence Purchase of New Video Game
Majority say Woods' endorsement with EA Sports does not effect perceptions of the brand
Flemington, NJ, January 8, 2010 – A new media study among 314 viewers of a news clip featuring the new “Tiger Woods PGA Tour Online” video game revealed that viewers were split on whether Woods’ alleged affairs would influence their purchasing decisions.
The study was conducted during January 7-8 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of the EA Sports video game “Tiger Woods PGA Tour Online” and how their purchase decisions would be affected by Woods’ recent media attention. To view detailed results go to: www.mediacurves.com.
More than half of viewers (54%) indicated that Tiger Woods alleged affairs would have no influence on their intent to purchase the new video, compared to 43% who reported they would be less likely to purchase the game and 4% who reported that they would be more likely to purchase the game.
“When we viewed the automated response curves, we observed that viewers’ interest levels increased when excerpts from David Letterman’s spoof on the new video game were shown,” commented Glenn Kessler, president and CEO, HCD Research.
Among the findings:
Does your knowledge of Tiger Woods’ affairs influence your likelihood of purchasing the new EA Sports “Tiger Woods PGA Tour Online” video game?
|
|
Total
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|
Yes, it makes me less likely to purchase the game
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43%
|
|
Yes, it makes me more likely to purchase the game
|
4%
|
|
No
|
54%
|
Does your knowledge of Tiger Woods’ endorsement with the EA Sports video game company influence your perceptions of this video game brand?
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|
Total
|
|
Yes, I have a more positive view of EA Sports
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8%
|
|
Yes, I have a more negative view of EA Sports
|
27%
|
|
No
|
64%
|
Has Tiger Woods’ alleged affairs changed your perception of him?
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|
Total
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|
Yes, I have a more negative perception of Tiger Woods now
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69%
|
|
Yes, I have a more positive perception of Tiger Woods now
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2%
|
|
No change
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30%
|
While viewing the video, participants indicated their levels of interest 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.
RE: Tiger Woods Video Game
i'm sick of Big Media cashin in on everyone's misery. we dont know the whole story and it doesnt affect our lives anyhow. if we stop eating up Big Media's bull, they'll have to stop trying to dish it up to us. Loyalty means a lot, tiger's life is his own, n i appreciate EA for seeing that, tho i know their point is the bottom line n they are betting on the game makin more profits with tiger than without. still they are changing the way things have been done, and its a good change. if he molested a child or beat the hell out of his wife or was a despicable criminal it'd be different. i dont condone cheating but its a personal matter, not criminal
RE: Tiger Woods Video Game
Feel sorry for Tiger! Any celebrity just doesn't have a private life.
RE: Tiger Woods Video Game
I thought Tiger was going to stop playing golf...
RE: Tiger Woods Video Game
Prior to his personal problems becoming public I was happy to see young African Americans have a successful sports role model. Now I hope his sponsors all drop him and I have little respect for any one who sponsors him. Eventually he may gain back my respect.
RE: Tiger Woods Video Game
everybody liked him as a great person.how can he be trusted now.
RE: Tiger Woods Video Game
I just wouldn't buy a golf game in general since I don't like them. Whether or not it's endorsed by Tiger Woods makes no difference.
RE: Tiger Woods Video Game
I will not purchase the game because I don't play video games not because of who's endorsing it. I could care less about Tiger Woods and his personal life.
by Arshad (Anonymous User)
on Thursday, January 31, 2013 @ 1:45:09 PM (
#8369)
EA drops online suroppt for some of their games after a couple of years, especially the sports games. Online for PGA 2007 was dropped a while ago; I think only 2009/2010 and 2011 are up right now.
by idlule (Anonymous User)
on Thursday, January 31, 2013 @ 11:47:13 PM (
#8375)
RE: Tiger Woods Video Game
it's not the affairs, ts the total lack of communication from Tiger - he is letting the court of public opinion destroy him
RE: Tiger Woods Video Game
i think tiger woods affair and persnal life should have no affect on anything to do with his work.... yes he is a famous athlete, but anyone can cheat any one can have a beat up personal life, so don't focus on him!
RE: Tiger Woods Video Game
No loner have an interest in Tiger Woods since knowing about his affairs I would not buy any game for myself or my children based on his affairs.
RE: Tiger Woods Video Game
I buy and play games based on whether they are fun and not who's on the box.
RE: Tiger Woods Video Game
I thought the clip from late nite tv was hilarious. Thanks
RE: Tiger Woods Video Game
it is about the game not the person I dont care who endorses it as lomg as it is a good game
RE: Tiger Woods Video Game
Tiger Woods should not even be allowed to sell video games
RE: Tiger Woods Video Game
I'm just not interested in golf. Tyger Wood did make a big mistake but he's certainly not the only one to do so.
by Riad (Anonymous User)
on Thursday, January 31, 2013 @ 3:32:20 PM (
#8370)
Ay, yo creo que a todas nos gusta todo cuando no podmeos comprar. Me gusta tu combinacif3n casual, tiene un rollo que se sale de lo tedpico. Y a mi tambie9n me encantan tus zapatillas (y yo no soy mucho de deportivas para vestir ).Besos desde el armario!!
RE: Tiger Woods Video Game
I don't think its right that people would inter twine his personal life with his professional life its not right. If you consider every star private life well they wouldn't be stars because they would be broke.
RE: Tiger Woods Video Game
i really dont play video games but my son does. the main charactor doesnt matter & his personal life doesnt matter its about me liking the game or not. what tiger did personally was not so smart to do or in my opinion right but regardless he is still a very good athlete
RE: Tiger Woods Video Game
I just wanted to say that tiger woods is not the first person nor the last to have cheated on his spouse.
RE: Tiger Woods Video Game
Tiger Woods personal life should not be put in the public eyes. He is a human being with a talent for golf, period.
RE: Tiger Woods Video Game
WHO ARE WE TO JUDGE OTHERS
by uxipxh (Anonymous User)
on Wednesday, April 6, 2011 @ 5:44:25 AM (
#6517)
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RE: Tiger Woods Video Game
Tiger should be a has been and no company should endorse him.
RE: Tiger Woods Video Game
RE: Tiger Woods Video Game
If you judged everyone by their personal life, nothing would ever get endorsed.
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on Tuesday, April 5, 2011 @ 9:03:10 PM (
#6513)
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RE: Tiger Woods Video Game
As a mom I purchase the video games for my children to play, and I would not purchase one of his. There are other golfing games. I did enjoy the spoof so much I am going to try to locate it on youtube.com.
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