Flemington, NJ, September 4, 2009 – A new national media study among 966 viewers of a news clip highlighting the potential dangers of generic brand drugs revealed that nearly half of viewers (46%) reported that they are less likely to purchase generic drugs after watching the video.
The study was conducted by HCD Research using its MediaCurves.com® website on September 3, to obtain viewers’ perceptions of a news clip on FOX News which featured the potential dangers of purchasing and using generic brand drugs.
The study also revealed that 66% of viewers had a more negative perception of generic brand drugs after watching the news clip. Half of viewers (50%) reported that “disturbed” was the emotion they felt most while watching the video.
Among the findings:
Will you be more or less likely to purchase generic brand drugs after watching this video?
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Total
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More likely to purchase generic brand drugs
|
5%
|
|
Less likely to purchase generic brand drugs
|
46%
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|
No change
|
49%
|
Has this video changed your perceptions of generic drugs?
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Total
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|
Yes, I have a more negative perception of generic drugs now
|
66%
|
|
Yes, I have a more positive perception of generic drugs now
|
3%
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|
No change
|
30%
|
“Which of the following emotions did you feel the most while viewing the video? Please select one emotion you felt most.”
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|
Total
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|
Anger
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15%
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|
Inspiration
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3%
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|
Sadness
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5%
|
|
Skepticism
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19%
|
|
Confusion
|
7%
|
|
Disturbing
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50%
|
|
Embarrassment
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1%
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|
Pride
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0%
|
|
Happiness
|
1%
|
While viewing the video, participants indicated their levels of agreeability 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.