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Flemington, NJ, November 11, 2008 – A new national study among 306 self-reported Democrats, Republicans and Independents revealed that after viewing segments of Sarah Palin’s interview on the Today’s Show, all parties viewed her as slightly more likeable, believable and sincere.
The study was conducted by HCD Research today, to obtain Americans’ perceptions of Sarah Palin’s interview this morning on the Today’s Show. To view believability curves and detailed results go to: www.mediacurves.com.
Among the Findings:
Participants were asked pre and post questions regarding Sarah Palin’s likeability, believability and sincerity based on a seven-point scale, with 1 representing the lowest score and 7 representing the highest score.
Likeability Scale
| All Responders | Pre | Post |
| 6 | 18% | 21% |
| 7 | 19% | 26% |
| Democrats | ||
| 6 | 7% | 10% |
| 7 | 4% | 7% |
| Republicans | ||
| 6 | 28% | 34% |
| 7 | 37% | 42% |
| Independents | ||
| 6 | 18% | 18% |
| 7 | 15% | 26% |
Sincerity Scale
| All Responders | Pre | Post |
| 6 | 19% | 17% |
| 7 | 26% | 29% |
| Democrats | ||
| 6 | 12% | 9% |
| 7 | 5% | 7% |
| Republicans | ||
| 6 | 23% | 22% |
| 7 | 48% | 53% |
| Independents | ||
| 6 | 20% | 20% |
| 7 | 21% | 24% |
Believability Scale
| All Responders | Pre | Post |
| 6 | 18% | 20% |
| 7 | 19% | 24% |
| Democrats | ||
| 6 | 7% | 11% |
| 7 | 4% | 6% |
| Republicans | ||
| 6 | 28% | 29% |
| 7 | 37% | 43% |
| Independents | ||
| 6 | 18% | 20% |
| 7 | 15% | 20% |
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 pre- and post-viewing questions.
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, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
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