Flemington, NJ, July 24, 2009 – A new national media study among 314 viewers of Chris Brown's apology for assaulting his ex-girlfriend, Rihanna revealed that viewers were split on whether his apology was sincere.
The study was conducted by HCD Research using its MediaCurves.com® website on July 23, to obtain viewers’ perceptions of Chris Brown’s recent apology for assaulting his ex-girlfriend, Rihanna, which he posted on his MySpace page.
“While viewers reported that they were split on whether Brown’s apology was sincere, the automated response curves indicated that sincerity levels remained on the negative end of the scale throughout his apology, with the lowest point being when Brown said he was sorry,” noted Glenn Kessler, president and CEO, HCD Research.
The study also revealed that 47% of viewers reported that Brown’s apology was sincere, while 53% of viewers indicated it was not sincere. In addition, the majority of viewers (63%) reported that Chris Brown’s sentencing, which includes 6 months of “community labor,” was not a severe enough punishment.
Among the findings:
“Do you think Chris Brown’s apology to Rihanna was sincere?”
Chris Brown pleaded guilty to felony assault on ex-girlfriend, Rihanna.
He was sentenced to 6 months of “community labor” with no jail time.
“Do you think Chris Brown’s sentencing was fair?”
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Total
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Yes, it was a fair sentencing
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36%
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No, it should have been more severe
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63%
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No, it should have been less severe
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1%
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While viewing the video, participants indicated their 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, 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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