Flemington, NJ, December 14, 2009 – A new media study among 300 Americans revealed that the majority (82%) reported that Jaimee Grubbs’ apology to Tiger Woods’ wife was done in an effort to generate publicity after viewing a video clip of the apology.
The study was conducted by HCD Research using its MediaCurves.com® website on December 11-14, to obtain viewers’ perceptions of a news clip featuring Jaimee Grubbs, Tiger Woods’ alleged mistress, apologizing to Elin Nordegren for having an affair with her husband. To view sincerity curves and detailed results go to: www.mediacurves.com.
“Viewers indicated low levels of sincerity throughout most of the apology. A noticeable dip in sincerity levels occured when Grubbs states that ‘I never physically told him that I couldn’t do it anymore but I did back away,’” commented Glenn Kessler, president and CEO, HCD Research.
The majority of viewers (66%) indicated that Jaimee Grubbs’ apology was not sincere, and the majority (59%) also reported that it was not necessary for Grubbs to apologize publically to Elin Nordegren. In addition, the majority of viewers (59%) reported that their perceptions of Grubbs did not change after viewing her apology.
Among the findings:
Do you think Jaimee Grubbs apologized to Elin Nordegren as a way to get more publicity?
|
|
Total |
|
Yes |
82% |
|
No |
18% |
Do you think Jaimee Grubbs’ apology to Tiger Woods’ wife, Elin Nordegren, was sincere?
|
|
Total |
|
Yes |
34% |
|
No |
66% |
Do you think it was necessary for Jaimee Grubbs to apologize publically to Elin Nordegren?
|
|
Mean |
|
Yes |
41% |
|
No |
59% |
Has your perception of Jaimee Grubbs changed after this apology?
|
|
Mean |
|
Yes, I have a more favorable perception of her |
17% |
|
Yes, I have a less favorable perception of her |
25% |
|
No change in perception |
59% |
While viewing the video, participants indicated their perceived 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 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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