Favorability for Tiger Woods Increases Among Press Conference Viewers

FLEMINGTON, N.J., April 5 /PRNewswire/ -- 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.

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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, nearly 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."

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"

Has this press conference changed your perception of Tiger Woods?

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.

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.

SOURCE HCD Research