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Gene Interacts with Stress and Leads to Heart Disease in Some People

Gene Interacts with Stress and Leads to Heart Disease in Some People

Research Duke Medicine

  DURHAM, N.C. – A new genetic finding from Duke Medicine suggests that some people who are prone to hostility, anxiety and depression might also be hard-wired to gain weight when exposed to chronic stress.

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Voter Suppression:  One More Round The Ground Game - Getting Out the Vote

Voter Suppression: One More Round The Ground Game - Getting Out the Vote

By Peter Grear

Educate, organize and mobilize -- Around 30 days and counting, this election season is in the home stretch.  The highest profile race is for US Senate between Kay Hagan and Thom Tillis.  

Voter Suppression: JUDGES MATTER Mobilize! Mobilize! Mobilize!

Voter Suppression: JUDGES MATTER Mobilize! Mobilize! Mobilize!

by Peter Grear

As we draw nearer to D-day, November 4, 2014, the political parties, candidates and pressure groups are identifying their issues, slates and strategies to win.  My title to this week’s commentary makes a gross understatement, judges matter. 

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Sports Marketing Expert: Lasting Damage to Woods as Endorser

Written by Featured Organization on 18 December 2009.

The Tiger Woods scandal may have a lasting impact on his endorsement potential, says University of Maryland professor Stephen McDaniel, a consumer psychologist who studies sports marketing and fan behavior. “A brand such as Nike has historically been less interested in an athlete endorser’s virtue and more interested in their athletic prowess,” McDaniel says.

“However, this will probably not be the case for some of the other companies Wood’s endorses.

“Woods’ endorsements account for a large part of his earnings,” McDaniel says. “His squeaky clean image was an important part of his appeal as an endorser. However, since his recent auto accident and the subsequent revelations, it is difficult to imagine he can ever regain that stature.”
Since Woods’ accident, none of his commercials have aired, McDaniel points out. Industry research shows he has fallen from 6th most popular endorser to 24th, and this could continue to decline. Likewise, a recent “Washington Post” poll showed that over 40 percent of respondents held a negative opinion of him.

“Given the setbacks to his image and his recent decision to take a break from golf, Woods might not be much of an asset to his current sponsors,” McDaniel concludes. “These companies have invested millions in creating ads, many of which feature him golfing. In cases like this, companies often just quit running such ads and let an endorsement contract expire, rather than risk damaging their brand image by associating it with a controversial figure.

“Companies strategically choose celebrity endorsers based on a fit between their image and that of the endorser. By using the endorser in ads, it is a type of paired-associative learning, whereby they hope that consumers will transfer feelings toward the celebrity to the brand. When there’s scandal, companies do not want to risk a transfer of negative feelings.”


“Woods made the classic PR mistake of failing to address the issue early and directly,” McDaniel says. “Instead of speaking through his lawyer or posting statements to his website, he should have arranged for an interview where he could admit his ‘mistakes,’ apologize for hurting his family and letting down his fans, the sport of golf and his sponsors. His failure to do so invited further disclosures and continuing media scrutiny.”

McDaniel points to the example of Kobe Bryant, who apologized for his marital infidelity and got on with his successful NBA career, though Bryant never regained his prior level of endorsements.


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