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New research indicates that a new advertisement produced by the Kerry-Edwards campaign which features Michael J. Fox touting the benefits of stem cell research caused little movement in voter preference among Independents.
However, there are significant differences in the perceived importance of the stem cell research among Democrats and Republicans. Approximately 1,100 probable voters including 300 independent voters participated in an on-line political ad testing survey conducted on October 7, by Muhlenberg College Institute of Public Opinion (MCIPO) and HCD Research.
Survey participants were asked a number of demographic questions as well as voting history, current preferences and intensity of support for each of the candidates. They were then asked to view the advertisement two (2) times to evaluate the content for interest and believability using an automated response methodology. While participants view the ad, they move the mouse to the left on a continuum, to indicate low levels of interest and right to indicate high interest. They repeat the procedure to measure the ad's believability.
After viewing the advertisements, responders were asked questions related to their intensity of support, which was compared to the level of support that they indicated in the survey prior to viewing the commercials.
The study reveals that among voters who viewed the ad:
- When comparing Pre/Post viewing of the TV spot, there was a slight decrease in support of Independent voters leaning to Bush post viewing.
- Among Independents, 3% indicated they were unsure regarding their vote after viewing the ad.
- Support for Kerry among Independents appeared to increase slightly, as the number of Independents indicating they would "definitely" vote for Kerry rose from 72% to 75% post viewing.
- Approximately 81% of Democrats viewed stem cell research as an important issue, while only 60% of Republicans concurred. Among Independents, 72% considered stem cell research to be an important issue.
- Among Democrats, 44% indicated that the stem cell issue would affect how they will vote as compared to 25% of Republicans and 35% of Independents.
This on-going advertising study is being conducted by ReadMyLipz.com, a joint effort between HCD Research and Muhlenberg College Institute of Public Opinion (MCIPO). The two organizations are conducting non-partisan advertising research throughout the election to measure voter reactions to the candidates' advertisements.
The participants are asked to view advertisements supporting one of the two major candidates and provide feedback using various methods, including real-time interest and believability tracking and the Ayer Emotional Battery. For more information on the survey methodology and testing results, access www.ReadMyLipz.com.
For more information or to schedule an interview with Glenn Kessler, Co-Founder and Managing Partner, HCD Research, Arthur Kover, Ph.D., Senior Consultant, HCD Research or Chris Borick, Ph.D., Associate Political Science Professor, Muhlenberg College, please contact Vince McGourty, M&M Communications, Inc., at 908-713-1267 or vinmcg@earthlink.net.
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