Public not put off by Woods revelations 11/12/2009 |
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A new poll has found that consumers have not been put off buying the goods Tiger Woods endorses despite the revelations about his private life.
Ninety-one per cent of those surveyed said Woods’s self-confessed “transgressions” made no difference to their purchasing decisions, while just 8 per cent said they were less likely to buy products he promotes, the Marist College Institute for Public Opinion revealed.
Almost seven in 10 respondents in the Marist poll believed Woods should deal with the events privately. Twenty-five per cent thought he should talk about the situation publicly and six per cent said they were unsure.
Another report emerged earlier this week claiming that Woods’s value as a product endorser has been severely affected by the allegations of multiple extramarital affairs.
The Davie-Brown Index, a list used by marketers and advertising agencies to determine the influence of celebrities on consumer behaviour, ranks Woods as the 24th most valuable endorser – down from the sixth position he occupied before the scandal.
Woods has endorsement deals with the likes of Nike, PepsiCo, Gillette, Tag Heuer and Electronic Arts.
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