HCD Research News
Voters Report Being Irritated and Entertained by New McCain Girl Video
(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO )
The study was conducted by HCD Research during
While viewing the video, participants indicated their levels of positive and negative feelings 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. Participants were also asked pre- and post-viewing questions regarding their support for
Among the study findings:
— Among political parties, the emotions most felt by Democrats while watching the video were "irritated" (27%) and "entertained" (27%), compared to Republicans, who reported "irritated" (30%) and "entertained" (23%) as the emotions most felt, and independents who reported "entertained" (28%) and "irritated" (27%) as the emotions most felt.
— There was little change regarding which candidate respondents would vote for after viewing the video.
— When asked if the video would help, hurt or have no effect on McCain's campaign, 52% of Democrats reported that it would have no effect, compared to 62% of Republicans and 58% independents who reported it would have no effect on his campaign.
— Nearly half of Democrats (48%) reported that the video was produced by "a separate organization unrelated to any campaign", compared to more than half of Republicans (51%) and independents (67%).
The Media Curves web site provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.
HCD Research is a communications research company headquartered in
SOURCE HCD Research
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