Flemington, NJ, May 3, 2010 – A new media study among 307 Americans revealed that the majority (62%) reported that British Prime Minister Gordon Brown’s apology for calling a voter a “bigoted woman” was not sincere after viewing a video clip of his apology.
The study was conducted from April 29 to May 3 by HCD Research using its MediaCurves.com® website, to obtain viewers perceptions of British Prime Minister Gordon Brown’s apology to a voter after he was caught calling her a “bigoted woman.” To view detailed results go to: www.mediacurves.com.
After viewing Gordon Brown’s apology, more than half of the respondents (52%) reported that the apology had not influenced their perceptions of the Prime Minister, while 29% reported having a more negative view, and 19% of respondents reported having a more positive perception.
Among the findings:
Do you think that Gordon Brown’s apology was sincere?
|
|
Total |
|
Yes |
38% |
|
No |
62% |
Has Gordon Brown’s apology influenced your perception of him?
|
|
Total |
|
Yes, I have a more negative perception of him |
29% |
|
Yes, I have a more positive perception of him |
19% |
|
No, my perception of him has not changed |
52% |
While viewing the video, participants indicated their perceived levels of sincerity by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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