"Companies align themselves with Tiger for his on-field performance as opposed to his off-field performance," said Chipps. "Strength under pressure, focus, that's what he's known for."
Some people are trying to profit from the scandal. Listings of Tiger Woods-related items on eBay have soared, according to the company. In the week before the scandal broke, eBay had 4,606 items for sale under his name; it now lists 7,680.
Spirit Airlines, meanwhile, launched an "Eye of the Tiger" ad in the wake of the scandal, running an ad featuring an actual tiger driving an SUV into a fire hydrant.
"It's a jungle out there!" says the ad. "Make sure you avoid all the obstacles and get the lowest fares."
ABC News' Daniel Arnall, Alice Gomstyn and Scott Mayerowitz contributed to this report.