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Flemington, NJ, October 9, 2009 – A new media study among 300 New Jersey residents revealed that the majority of all political parties do not believe the “weight” reference in a recent anti Chris Christie ad was intended to reference Christie’s actual weight.
The study was conducted by HCD Research using its MediaCurves.com® website on October 8, among self-reported Democrats, Republicans and Independents to obtain their perceptions of a recent attack ad that targets Chris Christie, a candidate in the New Jersey Governor’s race.
A clear majority of all political parties reported that the “throwing his weight around” reference in the ad was implying “power and authority” rather than “weight” in the literal sense.
The majority of Democrats (59%) and Independents (62%) do not believe the reference to “weight” was inappropriate, while Republicans were split, with 44% of Republicans indicating that the reference was inappropriate and an equal amount (44%) reporting that it was appropriate.
Among the findings:
When the narrator of the ad mentions Chris Christie is “…throwing his weight around,” please indicate what you believe this was in reference to.
|
|
Democrat |
Republican |
Independent |
|
Weight, as in how much he weighs |
14% |
28% |
26% |
|
Weight, as in power |
86% |
72% |
69% |
|
Other |
0% |
0% |
5% |
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 |
38% |
16% |
26% |
|
Inspiration |
3% |
0% |
0% |
|
Sadness |
1% |
3% |
5% |
|
Skepticism |
12% |
44% |
38% |
|
Confusion |
1% |
3% |
5% |
|
Disturbing |
39% |
28% |
18% |
|
Embarrassment |
1% |
6% |
8% |
|
Pride |
3% |
0% |
0% |
|
Happiness |
1% |
0% |
0% |
Did you think the reference to “…throwing his weight around” was inappropriate?
|
|
Democrat |
Republican |
Independent |
|
Yes |
16% |
44% |
26% |
|
Somewhat |
25% |
13% |
13% |
|
No |
59% |
44% |
62% |
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 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. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).
