Normative Ethics: Utilitarianism and Deontology Should the companies that dropped Tiger Woods during his scandal now reinstate him? [adsense:336x280:1:1] Credibility and image are everything when it comes to marketing effectively using celebrity role models. Fact is the image of a celebrity can be tainted within a matter of minutes. Take for instance the latest events concerning Tiger Woods. While by law he was innocent until he opened his mouth and admitted his immorality companies such as Gillette, Gatorade, Accenture, and AT&T quickly began pulling endorsement deals from the table. The companies feared the bad publicity and the image consumers would now associate with Tiger Woods and his sex scandal. Not all of these companies admitted openly that this was the reasoning behind their decision to disassociate themselves from Tiger but as a consumer I don’t conceal my approval or opinion that they made the correct decision in doing so. I absolutely do not feel that any endorsements should be reinstated.