Should Woods Go To Rehab For Sex Addiction?

Viewers Split On Whether Woods Should Go To Rehab For Sex Addiction

Flemington, NJ, January 15, 2010 – A new media study among 301 Americans revealed that the majority of respondents (73%) reported that their perceptions of Tiger Woods would not change if he seeks help for his reported sex addiction.

The study was conducted during January 13-14 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a news clip which alleges that Tiger Woods had checked into a rehabilitation facility for treatment of sex addiction. To view detailed results go to: www.mediacurves.com.

After viewing the video, respondents were split as to whether Woods should seek treatment for sex addiction with 51% stating that he should seek treatment and 49% indicating that he should not seek treatment. In addition, approximately one-third of viewers (35%) reported that they do not think sex addiction is a real disease.

“Our automated response curves revealed that viewers’ believability levels diminished when the reporter states ‘But if you are really a sex addict, you are powerless over your behavior. So how can we blame somebody for something that they are powerless over?’” commented Glenn Kessler, president and CEO, HCD Research.

Among the findings:

Will your perception of Tiger Woods change if he seeks help for sexual addiction?
Total
Yes 27%
No 73%

Do you think that Tiger Woods should go to sex rehab for treatment of sex addiction?

Before Video / After Video
Yes 50% / 51%
No 50% / 49%

Do you think that sex addiction is a real disease?

Before Video / After Video
Yes 66% / 65%
No 34% / 35%

While viewing the video, participants indicated their levels of believability 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. 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.

ENDS

© Scoop Media