Intercultural differences in perceptions of the Tiger Woods Scandal

Intercultural differences in perceptions of the Tiger Woods Scandal

Reputation is formed by the public, not by an organization or an individual. It is important to understand how people perceive a situation when a celebrity has a crisis, but members of different cultures may have different perceptions of the crisis that may require different types of crisis communication strategies. Cultural differences that led to differing perceptions between people in the U.S. and South Korea one year after the Tiger Woods’ sex scandal were investigated in this study. Results show that people in the two countries saw this crisis differently and that Tiger Woods’ involvement with charitable social activities had an influence on people’s perception about his comeback and endorsements.