Press Releases
Nearly Half of Americans Less Likely To Purchase Generic Drugs after Watching News Clip
Viewers have more negative image of generic drugs after watching news clip
Flemington, NJ, September 4, 2009 – A new national media study among 966 viewers of a news clip highlighting the potential dangers of generic brand drugs revealed that nearly half of viewers (46%) reported that they are less likely to purchase generic drugs after watching the video.
The study was conducted by HCD Research using its MediaCurves.com® website on September 3, to obtain viewers’ perceptions of a news clip on FOX News which featured the potential dangers of purchasing and using generic brand drugs.
The study also revealed that 66% of viewers had a more negative perception of generic brand drugs after watching the news clip. Half of viewers (50%) reported that “disturbed” was the emotion they felt most while watching the video.
Among the findings:
Will you be more or less likely to purchase generic brand drugs after watching this video?
|
|
Total |
|
More likely to purchase generic brand drugs |
5% |
|
Less likely to purchase generic brand drugs |
46% |
|
No change |
49% |
Has this video changed your perceptions of generic drugs?
|
|
Total |
|
Yes, I have a more negative perception of generic drugs now |
66% |
|
Yes, I have a more positive perception of generic drugs now |
3% |
|
No change |
30% |
“Which of the following emotions did you feel the most while viewing the video? Please select one emotion you felt most.”
|
|
Total |
|
Anger |
15% |
|
Inspiration |
3% |
|
Sadness |
5% |
|
Skepticism |
19% |
|
Confusion |
7% |
|
Disturbing |
50% |
|
Embarrassment |
1% |
|
Pride |
0% |
|
Happiness |
1% |
While viewing the video, participants indicated their levels of agreeability 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, 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.