Who Do You Trust?

U.S. companies pay millions a year to star athletes, managers and assorted other sports figures to endorse products.

But do American men actually buy Noxzema shaving cream because they see Quarterback Joe Namath lathering his beard with it on TV, Fruit of the Loom underwear because it is recommended by tell-it-like-it-is Sportscaster Howard Cosell, or Schick razors because they are approved by Olympic Swimming Star Mark Spitz?

According to Manhattan's Alan R. Nelson Research, Inc., the answer is no. In fact, the firm reports, after questioning 2,500 men on the product-pushing talents of 192 sports figures, consumers are far more likely to trust endorsements by less flamboyant personalities.

Ranked 1-2-3 in the "trustworthiness" department were Stan Musial, 53, who has not played for the St. Louis Cardinals in ten years; Mickey Mantle, 42, who last batted for the New York Yankees in 1968 and New York Mets Manager Yogi Berra, 48.

The best-known sports personalities were, in order: Retired Baseball Star Willie Mays, Namath and ex-Heavyweight Champ Muhammad Ali. But when asked which athlete's endorsements they would trust most, the men ranked Mays 31st, Namath 156th and Ali 190th. Nelson Research concluded that an athlete's potential success as an endorser depends not on his skill or fame but on his "likeability" by the public.

And what the public appears to like is the quiet, comfortable, old-shoe personalities--not the abrasive or swinging types.

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