Chris Brown’s apology after assaulting his then-girlfriend Rihanna was more believable than the public apology made last week by superstar golfer Tiger Woods who was caught out after engaging in a long list of extramarital affairs.
A series of studies among 1 090 Americans conducted by marketing and communications research company HCD Research during 2009-2010 found that Brown’s apology scored a 17.2 with regard to the change in perceived sincerity levels, compared to Woods’ apology which scored a 7.9. Men and women rated the sincerity of Woods’ apology at a press conference similarly with 61% of women reporting that he was sincere and 58% of men.
HCD Research said the scores indicate a percent change in celebrities’ sincerity based on a scale of 1-7 before and after people viewed their apologies. Higher scores indicate higher levels of perceived sincerity while negative scores show a decrease in perceived sincerity.
Who didn’t score as well? TV host David Letterman was rated a 4.3 for sincerity after apologising for an extramarital affair but didn’t do so well when he apologised for a joke about Sarah Palin, scoring -2.3 which indicated a decrease in perceived sincerity. Governor Mark Sanford scored 3.2 after apologising for an affair. Jaimee Grubb, one of the women involved with Tiger Woods, scored -5.9 for apologising to the golfer’s wife.
But last of all? John Mayer, who scored -13.6 with his apology for a Playboy interview in which he described former girlfriend Jessica Simpson as “sexual napalm” and confessed an aversion to sleeping with black women. — Reuters.