Flemington, NJ, December 11, 2009 – A new media study among 601 Americans revealed that the percentage of viewers who reported thinking that scientist Michael Mann tampered with global warming data declined from 72% to 52% after viewing a news interview in which Michael Mann explains the emails that started the ClimateGate” controversy.
The study was conducted during December 10-11 by HCD Research using its MediaCurves.com® website, and the Muhlenberg College Institute of Public Opinion (MCIPO), to obtain viewers’ perceptions of an interview with Michael Mann, in which he explains the confusion about the emails that supposedly state that he altered data to support the theory of global warming. To view detailed results go to: www.hcdi.net or www.mediacurves.com.
“Believability levels typically declined when Michael Mann was shown defending himself. Believability levels fell most drastically when Mann addressed the request from another scientist to delete their email correspondence and when he stated ‘there really is nothing to hide as far as I am concerned,’” explained Glenn Kessler, president and CEO, HCD Research.
The percentage of viewers who reported being less supportive of the theory of global warming also decreased from 46% to 32% after viewing the interview. In addition, the majority of viewers (67%) reported that they are just as supportive or more supportive of the theory of global warming despite the “ClimateGate” controversy after viewing the video.
Among the findings:
Do you think scientist Michael Mann tampered with scientific data so it would support the theory of global warming?
|
|
Before Video |
After Video |
|
Yes |
72% |
52% |
|
No |
28% |
48% |
How has the news of the “ClimateGate” scandal influenced your perceptions of the theory that global warming?
|
|
Before Video |
After Video |
|
I am more supportive of the theory of global warming |
18% |
15% |
|
I am less supportive of the theory of global warming |
46% |
32% |
|
I am just as supportive of the theory of global warming |
36% |
52% |
Please rate Michael Mann on the following attributes where 1 represents ‘Not at all strong in this attribute’ and 7 represents ‘Extremely strong in this attribute'
|
|
Mean |
|
Likeability |
4.2 |
|
Believability |
4.2 |
|
Sincerity |
4.3 |
While viewing the video, participants indicated their levels of believability 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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