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Flemington, NJ, February 15, 2010 – Results from a national media study among 300 Americans revealed that John Mayer’s apology for his statements in an interview with Playboy was rated as the lowest with regard to perceived sincerity levels, compared to other celebrity apologies in 2009 and 2010.
The results were based on a series of studies that were conducted by HCD Research using its MediaCurves.com® website during 2009-2010. The studies were conducted among Americans who ranked various celebrity apologies on a scale based on levels of sincerity. Respondents ranked six celebrities who were featured in news stories that were tested by MediaCurves.com® in 2009. To view detailed results go to: www.mediacurves.com.
The majority of viewers (88%) indicated that it was inappropriate for Mayer to use the “N” word during his interview with Playboy. In addition, nearly one-third of viewers (32%) reported that they were less likely to listen to John Mayer’s music after viewing the apology.
Among the findings:
The scores below indicate the percent change in celebrities’ sincerity scores based on a scale of 1-7 before and after respondents viewed the apologies. Higher scores indicate higher levels of perceived sincerity. Positive scores indicate an increase in perceived sincerity and negative scores indicate a decrease in perceived sincerity.
|
SINCERITY |
|
|
John Mayer Apologizing for Playboy Interview |
-13.6 |
|
Chris Brown apologizing for assaulting Rihanna |
17.2 |
|
David Letterman's sex scandal confession |
4.3 |
|
Governor Mark Sanford apologizing for his affair |
3.2 |
|
David Letterman apologizing for Palin joke |
-2.3 |
|
Jaimee Grubbs apologizing to Tiger Woods’ wife |
-5.9 |
Do you think it is appropriate for John Mayer to use the “N” word?
|
|
Total |
|
Yes |
12% |
|
No |
88% |
After viewing this apology, are you:
|
|
Total |
|
More likely to listen to John Mayer's music |
3% |
|
Less likely to listen to John Mayer's music |
32% |
|
Just as likely to listen to John Mayer's music |
66% |
While viewing the video, participants indicated their perceived levels of sincerity 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.
