Press Releases
Viewers Say Akio Toyoda's Apology Less Sincere than Jim Lentz' Earlier Apology
Skepticism was strongest emotion felt by viewers during Akio Toyoda's apology to congress
Flemington, NJ, March 2, 2010 – A series of media studies exploring Toyota’s brand favorability revealed that viewers indicated that the recent apology by Akio Toyoda during a congressional hearing was less sincere than Jim Lentz’ earlier apology to Toyota owners.
The results were based on a series of studies that were conducted by HCD Research using its MediaCurves.com® website during 2009-2010. The studies were conducted among Americans who ranked the video apologies regarding the recent recall of many Toyota models. The most recent study was conducted during March 1-2, to obtain viewers’ perceptions of an apology by Akio Toyoda, president and CEO Toyota Motor Corporation, to the U.S. Congress. To view detailed results go to: www.mediacurves.com.
After viewing the video, respondents reported that “skepticism” (54%) was the emotion they felt most while viewing the apology. In addition, Akio Toyoda was rated lower on likeability, believability, and sincerity scales than Jim Lentz, president of Toyota Motor Sales U.S.A. Inc.
Among the findings:
Do you think that the apology to Toyota owners was sincere?
|
|
Lentz Apology |
Toyoda Apology |
|
Yes |
77% |
67% |
|
No |
23% |
33% |
Which of the following emotions did you feel while viewing the video? Please select all that apply.
|
|
Lentz Apology |
Toyoda Apology |
|
Anger |
9% |
9% |
|
Inspiration |
17% |
20% |
|
Sadness |
31% |
22% |
|
Skepticism |
46% |
54% |
|
Confusion |
4% |
11% |
|
Disturbing |
11% |
11% |
|
Embarrassment |
14% |
10% |
|
Pride |
12% |
10% |
|
Happiness |
10% |
8% |
Please rate the person in the video on the following attributes where 1 represents “Not at all strong in this attribute” and 7 represents “Extremely strong in this attribute.”
|
|
Jim Lentz |
Akio Toyoda |
|
Likeability |
4.6 |
4.1 |
|
Believability |
4.8 |
4.2 |
|
Sincerity |
4.9 |
4.4 |
While viewing the video, participants indicated their perceived levels of sincerity 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.