Flemington, NJ, December 9, 2009 – A new media study among 314 Americans revealed that the majority (72%) indicated that the United States should increase its efforts to prevent and prepare for climate change after viewing a news clip on the United Nations Climate Change Conference in Copenhagen.
The study was conducted by HCD Research using its MediaCurves.com® website on December 8-9 to obtain viewers’ perceptions of a news clip highlighting President Barack Obama’s involvement in the United Nations Climate Change Conference in Copenhagen. To view agreement curves and detailed results go to: www.mediacurves.com.
After viewing the video, support for the statement that there is scientific evidence that the average temperature on the earth has been rising over the past few decades rose from 60% to 68% among viewers. The percentage of viewers who thought that global warming requires immediate government action also rose from 54% to 60% after viewing the video. In addition, the majority of viewers (86%) reported that more restrictions should be placed on companies that create too much air pollution.
Among the findings:
Should the United States make more of an effort to prevent and prepare for climate change?
|
|
Total |
|
Yes |
72% |
|
No |
28% |
Is there scientific evidence that suggests that the average temperature on earth has been rising over the past few decades?
|
|
Before Video |
After Video |
|
Yes |
60% |
68% |
|
No |
17% |
16% |
|
Not Sure |
23% |
16% |
Do you think global warming requires immediate government action?
|
|
Before Video |
After Video |
|
Yes |
54% |
60% |
|
No |
46% |
40% |
Should more restrictions be placed on companies that create too much air pollution?
|
|
Total |
|
Yes |
86% |
|
No |
14% |
While viewing the video, participants indicated their levels of agreement 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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