FLEMINGTON, N.J.--(BUSINESS WIRE)--A new national study revealed that American voters' support for stem cell research increased after they viewed an ad featuring Michael J. Fox in which he expresses his support for candidates who are in favor of stem cell research.

The study was conducted among 955 Americans by HCD Research and Muhlenberg College Institute of Public Opinion (MCIPO) during October 24-25, to obtain Americans' views on the stem cell research before and after they watched the ad.

The participants included self-reported Democrats, Republicans and Independents. They were asked to view the ad and respond to pre-and post-viewing questions regarding their opinions and emotions concerning the ad.

Among the study findings:

• Among all respondents, support for stem cell research increased from 78% prior to viewing the ad, to 83% after viewing the ad. Support among Democrats increased from 89% to 93%, support among Republicans increased from 66% to 68% and support among Independents increased from 80% to 87% after viewing the ad.
• The level of concern regarding a candidate's view on stem cell research increased among all respondents from 57% prior to viewing the ad to 70% after viewing the ad. Among Democrats, the level of concern increased from 66% to 83% and Republicans' level of concern increased from 50% to 60%. Independents' level of concern increased from 58% to 69%.
• The perception that the November election is relevant to the U.S. policy on stem cell research increased across all voter segments, with an increase of 9% among all respondents pre- and post-viewing from 62% to 71%. The Democrats' perception increased from 75% to 83%, Republicans' perception increased from 55% to 62% and Independents' perception increased from 60% to 68% pre- and post-viewing.
• The advertisement elicited similar emotional responses from all responders with all voter segments indicating that they were "not bored and attentive" followed by "sorrowful, thankful, afraid and regretful."
• The vast majority of responders indicated that the advertisement was believable with 76% of all responders reporting that it was "extremely believable" or "believable." Among party affiliation, 93% of Democrats 57% of Republicans and 78% of Independents indicated it "extremely believable" or "believable."

Respondents were asked to indicate what candidate they would vote for in the U.S. House of Representatives election if it was held today before and after viewing the ad. # Republicans who indicated that they were voting for a Republican candidate decreased by 10% after viewing the ad (77% to 67%). Independents planning to vote for Democrats increased by 10%, from 39% to 49%.

Automated real time response curves for both interest and believability were created through feedback from responders. Survey participants used their mouse to evaluate levels of interest and believability by moving it from left to right while viewing the ad. These can be viewed at: http://www.hcdi.net/PressReleases/foxAdCurves.html

Editors/Reporters: For more information on the poll, or to speak with Glenn Kessler, co-founder, managing partner, HCD Research or Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, please contact Vince McGourty, M&M Communications, Inc., at (908) 638-5555 or (vinmcg@earthlink.net).

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. HCD Research is also the developer of hcdhealth.com, a web site for health care professionals. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues.

Contact:

M&M Communications, Inc.
Vince McGourty, 908-638-5555
vinmcg@earthlink.net

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