Flemington, NJ, February 18, 2010 –Results from a series of studies exploring Americans’ perceptions of the Toyota brand since the initial recalls earlier this year revealed that favorability levels have continued to decline. The favorability ratings for Toyota have fallen from an average score of 3.9 in January to a current average of score of 3.4.
The new study was conducted during February 17-18 by HCD Research using its MediaCurves.com® website, to obtain 603 viewers’ perceptions of a news clip highlighting Toyota President Akio Toyoda’s decision not appear before the U.S. Congressional committee hearing regarding the recalls. To view detailed results go to: www.mediacurves.com.
The majority of Americans (67%) indicated that Akio Toyoda should appear before congress. After hearing about his decision, the majority of viewers (64%) indicated that they have a less favorable view of the Toyota brand.
Among the findings:
Please indicate how favorable you are of the Toyota brand using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”
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Before Video
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After Video
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Study 1
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4.9
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3.9
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Study 2
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4.5
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4.5
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Study 3
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4.2
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3.4
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Do you think that Toyota President, Akio Toyoda, should appear before the U.S. Congressional committee hearing regarding the recalls?
How has Toyota President Akio Toyoda’s decision to not appear before the U.S. Congressional committee hearing affected your perception of the Toyota brand?
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Total
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My perception is more favorable
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3%
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My perception is less favorable
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64%
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No change in perception
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33%
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Do you think the apologies that Toyota has given regarding its recent vehicle recalls have been sufficient?
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Total
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Yes
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33%
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No
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35%
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Unsure
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33%
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While viewing the video, participants indicated their perception of the Toyota brand 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.
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