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Flemington, NJ, October 12, 2009 – A new media study among 300 New Jersey residents revealed that respondents increased their support for incumbent Governor Jon Corzine after viewing a recent ad which endorsed him for re-election.
The study was conducted by HCD Research using its MediaCurves.com® website on October 12, among self-reported Democrats, Republicans and Independents to obtain their perceptions of a recent ad which endorsed incumbent New Jersey Governor Jon Corzine for re-election.
Democrats reported ‘disturbed’ as their most felt emotion while viewing the ad. Republicans and Independents reported feeling ‘skeptical.’ The majority of Democrats reported that the ad was effective, with 51% reporting that it was ‘extremely effective’ and 41% reporting that it was ‘somewhat effective’, while Republicans and Independents were split in their responses.
Prior to viewing the ad, 62% of Democrats reported that they would vote for Corzine. After viewing the ad the number increased to 70%. Similarly, 22% of Republicans reported that they would vote for Corzine before viewing the ad. After viewing the ad the number increased to 28%.
Among the findings:
“Please indicate how effective you think this ad was.”
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|
Democrats |
Republicans |
Independents |
|
Extremely effective |
51% |
16% |
15% |
|
Somewhat effective |
41% |
41% |
44% |
|
Not at all effective |
9% |
44% |
41% |
Which of the following emotions did you feel the most while viewing the video?
Please select one emotion you felt most.
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|
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% |
“If the 2009 Election for New Jersey Governor was held today,
which of the following best describes whom you would vote for?”
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BEFORE Viewing Ad |
|
AFTER Viewing Ad |
||||
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|
Dem. |
Rep. |
Ind. |
|
Dem. |
Rep. |
Ind. |
|
Jon Corzine |
62% |
22% |
13% |
|
70% |
28% |
15% |
|
Chris Christie |
10% |
56% |
38% |
|
6% |
53% |
41% |
|
Other candidate |
10% |
6% |
13% |
|
10% |
6% |
13% |
|
Undecided |
17% |
16% |
36% |
|
14% |
13% |
31% |
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).
