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Flemington, NJ, September 21, 2007 — Results of a national focus group conducted among 302 Americans revealed that a majority 66% do not believe that O.J. Simpson was “set up” last week when he was arrested on a felony charge in Las Vegas.      

The study was conducted by HCD Research during September 20-21, to obtain Americans’ views on comments made by Thomas Riccio, the auctioneer involved in the O.J. Simpson case, on the Larry King Live show.  

As participants watched video segments of the interview on their computer, they used their mouse to indicate levels of believability by moving it from left to right on a continuum. Their responses were recorded in quarter-second intervals, and the mean of all responses is reported in the form of curves, which indicate levels of believability. To view detailed results and believability curves, go to: www.mediacurves.com

Among the study findings:

• After viewing video segments of the Riccio interview, among all responders, 66% reported that O.J. was not set up last week when he was arrested in Las Vegas. 59% of male responders reported that he was not set up and 69% of female responders indicated that he was not set up.   

• After viewing the video, 44% of all responders reported that Simpson “did not” have the right to demand the return of his property and 35% reported that he “did” have the right to demand the return of his property. Male responders were evenly divided with 40% reporting that he “did” have the right to demand the return of his property and 40% indicating that he “did not” have the right. In contrast, nearly half of female responders 46% reported that he “did not” have the right to demand the return of his property and 33% reported that he “did” have the right.  

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.

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).

HCD Research is a communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based marketing and 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.