Flemington, NJ, June 2, 2009 – A new national media study among 1,100 viewers of a President Barack Obama’s speech from yesterday, June 1, 2009, where he addressed GM’s current financial status revealed that the emotion felt most frequently by Democrat, Republican and Independent viewers while watching the speech was skepticism.
The study was conducted by the MediaCurves.com® website on June 1, to obtain Americans’ perceptions of President Barack Obama’s speech from yesterday, June 1, 2009, which outlined GM’s current financial status.
55% of Democrats said they would be likely to purchase a GM vehicle for their next automobile before watching Obama’s speech yesterday. After watching the speech, that number increased to 59%. Before watching Obama’s speech, 47% of Republicans said they would be likely to purchase a GM vehicle. That number decreased slightly after watching the speech to 45%.
Among the findings:
“Which of the following emotions did you feel the most while viewing the video?
Please select one emotion you felt most.”
|
|
Democrats |
Republicans |
Independents |
|
Anger |
2% |
9% |
7% |
|
Inspiration |
34% |
10% |
13% |
|
Sadness |
7% |
5% |
7% |
|
Skepticism |
35% |
63% |
54% |
|
Confusion |
6% |
3% |
4% |
|
Disturbing |
4% |
4% |
5% |
|
Embarrassment |
1% |
2% |
0% |
|
Pride |
6% |
2% |
6% |
|
Happiness |
4% |
1% |
3% |
“Please indicate the likelihood that you will purchase a car in the next year.”
|
|
Democrats |
Republicans |
Independents |
|
Not at all likely |
40% |
45% |
45% |
|
Somewhat likely |
43% |
40% |
43% |
|
Extremely likely |
17% |
15% |
13% |
IF ‘Somewhat likely’ or ‘Extremely likely’:
“Please indicate the likelihood that your next car purchase will be a GM vehicle.”
|
|
BEFORE Watching Speech |
|
AFTER Watching Speech |
||||
|
|
Democrats |
Republicans |
Independents |
|
Democrats |
Republicans |
Independents |
|
Not at all likely |
45% |
54% |
54% |
|
41% |
55% |
51% |
|
Somewhat likely |
46% |
36% |
43% |
|
48% |
35% |
44% |
|
Extremely likely |
9% |
11% |
3% |
|
11% |
10% |
5% |
While viewing the video clip, 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.
“There was a decline in believability by Independents and Republicans when the President suggested that the new GM CEO has a plan to succeed. Republican believability also declined dramatically when the President stated that he has no interest in running GM or planning to exercise the Government’s rights as a bond holder,” stated
Glenn Kessler, President and CEO of HCD Research.
About MediaCurves.com
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. MediaCurves.com is a service of HCD Research, 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. Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, Director, MediaCurves.com division, 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.
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