Flemington, NJ, February 20, 2007 — Results of a new national study revealed that more than half of Americans (55%) indicated that Britney Spears shaved her head in order to get attention, while 42% reported that it was due to mental illness.

The study was conducted by HCD Research on February 19-20, among 1,021 Americans to obtain their views on Britney Spears shaving her head, and her actions in a recent home video.

Among the findings:

• Among male and female responders, 56% of female responders reported that Britney Spears was “trying to get attention” by shaving her head, and 41% indicated it was due to mental illness. Among male responders, 53% reported that Spears did it to get attention and 42% indicated it was due to mental illness.

Responders were asked to view a home video of Britney Spears and indicate their perceptions of her demeanor.

• Among all responders, 48% reported that her demeanor in the video was the result of substance abuse, and 27% indicated her demeanor was due to an unsound mind. Among female responders, 50% reported that her demeanor was the result of substance abuse and 25% indicated her demeanor was the result of an unsound mind.  Less than half of male responders (45%) reported that her demeanor was due to substance abuse and 31% reported that her demeanor was due to an unsound mind.

To view detailed results of the study go to: www.mediacurves.com  The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
 
HCD Research specializes in conducting communications research for the pharmaceutical, food and beverage, financial and entertainment industries among others. Headquartered in Flemington, NJ, the company's services include traditional and web-based communications 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. 

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, managing partner, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).