The key is to match the right spokesperson to the right product
What consumers see must match the emotions they feel. In the case of Tiger Woods, the issue is not simply personal values: it’s the gap between our image of Woods and these recent allegations.

Here’s how Roger Dooley at Neuromarketing describes it: “While the individual hearing the sales pitch may be listening to the words, her brain’s mirror neurons are firing at the same time in reaction to the salesperson’s emotions, demeanor, etc. If there’s a disconnect between the words that are cognitively processed and the emotions that are mirrored, the pitch will probably be less effective.”

Striking the right chord
Athletes have endorsed products for more than 100 years. Most sources agree baseball great Honus Wagner was the first, emblazoning his name on Louisville Slugger bats in 1905. Then there was the 1960s, with Arnold Palmer lending his likeness to Sears, Pennzoil and dozens of other companies.

In the ‘80s, everyone wanted to “be like Mike,” as Michael Jordan raised endorsements to sky-high levels. Even when we learned Jordan gambled away thousands of dollars, it still matched our image of his intense competitiveness.

Yet our image of Woods was focus, discipline and iron-clad mental resilience: he never cracked under pressure. When he won the 2008 U.S. Open injured, David Brooks of The New York Times described him as “the exemplar of mental discipline” for our time. That image made him a powerful spokesperson for not just golf gear, but focused business companies. That’s totally out of tune with current news on Tiger’s alleged antics.

Make the connection
Companies seeking athletes and other endorsers should ensure the products they pitch match their image. Just like other elements in marketing, if the words, visuals and tone move peoples’ neurons, the messenger—and the message—also prompt action.