â–¶ Caught in the Act: According to the findings of an Adweek Media/Harris Poll by Harris Interactive, almost three-quarters (74%) of Americans say when a celebrity endorser gets involved in a scandal, it doesn’t impact the way they feel about the brand or brands they endorse; 22% say they feel worse about the endorsed brands and 5% say they feel better about them. Other findings include:
• Age plays a part when it comes to attitudes toward the endorsed brands after a scandal: 81% Americans age 55 and older, as well as 77% of those 35-44, say the scandal has no impact on how they feel about the brand. Those 45-54 are most likely to have a negative feelings.
• Regional differences exist in attitudes toward brands after a celebrity gets caught doing something wrong—26% of Midwesterners say they would feel worse about the brand a celebrity endorses, compared to 19% of those who live in the East.
Source: Harris Interactive