Flemington, NJ, April 24, 2008 – Results from a new national study among 514 self-reported Republicans and independents revealed that while more than half of Republicans reported feeling irritated while viewing a new “anti-Obama” ad by the North Carolina GOP, nearly half also indicated that it would help John McCain’s chances in the election.
The communications research study was conducted earlier today by HCD Research and the Muhlenberg College Institute of Public Opinion to obtain Americans’ perceptions of a new anti-Obama ad that was sponsored by the North Carolina GOP.
While viewing the ad, participants indicated their positive and negative levels 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 positive and negative curves, go to:
www.mediacurves.com
Among the study findings:
• 52% of Republicans indicated that they felt “irritated” while viewing the anti-Obama ad, with 37% reporting that it was the emotion that they felt the most.
• 46% of Republicans reported that the ad would help John McCain’s chances in the Presidential race, compared to 37% of independents.
• 68% of Republicans indicated that the use of race in the ad was either “Very fair” or “Fair”, compared to 48% of independents.
• 48% of Republicans reported that they thought the ad would be effective for the Republican candidates in North Carolina, compared to 36% of independents.
The Media Curves web site pvidesro 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 or 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 marketing and 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.
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