The survey of 2,200 U.S. adults, conducted August 21-23, found that 1 in 10 Americans said they would definitely follow President Trump’s call to boycott a company, and a similar share (8 percent) said the same of Sen. Bernie Sanders (I-Vt.). A larger share said they would consider a boycott call from the politicians, while roughly 6 in 10 adults (58 percent) said they would not heed a boycott call from Trump and 53 percent would not follow the directive from Sanders.

The impact of other high-profile politicians followed a similar trend, while lesser-known public figures were less likely to move the needle.

Ron Bonjean, a Republican strategist who works on corporate public relations as a partner at ROKK Solutions, said 10 percent may seem small in political polling, where majorities are the goal to build a winning coalition, but the figure is large when thinking about a company’s consumer base.

“If 1 in 10 customers said they would definitely boycott a company, that’s 10 percent of a company’s market,” he said. “For brands, taking a 10 percent hit would be significant to your bottom line. It’s something you’d really prefer to avoid.”

Mimi Chakravorti, executive director of strategy at the brand consulting and design firm Landor, said that datapoint would be of greater concern for corporations competing in larger markets.