Sometimes, saying “I don’t know” may be the best way for sports stars and other celebrities to gain favor with the public when faced with tough questions. A new study, authored by doctoral student David Clementson, looked at Tom Brady and a news conference he gave concerning the Deflategate scandal. The study showed people felt more goodwill from Brady and thought he dodged questions less than he started answers with “I don’t know” or “I have no idea.”

The study appears in the current issue of the International Journal of Sport Communication and also appears on DailyMail.com. View an Ohio State news release for more information.