Flemington, NJ, August 4, 2008 – According to a new national study conducted among 295 self-reported Republicans, Democrats and independents there was no movement in voter support after viewing a new energy ad by Barack Obama.

The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion during July 30-31, to obtain Americans’ views on an energy ad in which Barack Obama responds to John McCain’s ad concerning solutions for high gas prices.
 
While viewing the ad, 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’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view believability curves and detailed results go to: www.mediacurves.com.

 Among the study findings: 

If the 2008 Presidential Election was held today, which of the following best describes who you would vote for?

Obama Loses Support among Undecideds post viewing ad
Prior to Viewing the ad 23% of Independents indicated they were leaning to Senator Obama.  After viewing the ad this segment reduced to 11% with the balance moving to “not sure”

Emotions Most Felt Among All Parties While Viewing the Ad

• Among political parties, the emotions most felt by Republicans while watching the ad were “skepticism” (58%) and “anger” (12%), compared to Democrats, who reported “inspiration” (47%) and “skepticism” (19%) as the emotions most felt. Independents reported “skepticism” (40%), “inspiration” (27%) as the emotions most felt while watching the ad.

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, president and CEO, HCD Research; Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, 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 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.  Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues. For additional information on Muhlenberg College, go to www.muhlenberg.edu