Americans Say Sheen Lost His Luster After Viewing Good Morning America Interview

Americans Say Sheen Lost His Luster After Viewing Good Morning America Interview

-- Overwhelming Majority believe Charlie Sheen has little chance of remaining drug free --

FLEMINGTON, N.J., March 2, 2011 /PRNewswire/ -- A new national media national study among 748 Americans revealed that after viewing an interview with Charlie Sheen on ABC's Good Morning America, respondents indicated that they viewed Sheen as less likeable, less favorable and less sincere.

(Logo: http://photos.prnewswire.com/prnh/20071204/NYTU133LOGO )

The study was conducted by HCD Research during February 28 and March 1, to obtain viewers' perceptions of an interview with Charlie Sheen on ABC's Good Morning America, and the results were reported on its MediaCurves.com® website. To view detailed results and believability curves go to: www.mediacurves.com.

After viewing the video, respondents indicated that Sheen was less likeable decreasing from 3.56 to 2.71; less believable decreasing from 2.97 to 2.60; and less sincere decreasing from 2.91 to 2.66, based on a seven-point scale. In addition, support for canceling the Two and a Half Men show for the rest of the season increased from 54% to 64%.

Among the findings:

Please rate Charlie Sheen, on the following attributes where 1
represents "Not at all strong" in this attribute and 7 represents
"Extremely strong" in this attribute.

Total
Pre Post
Likeability 3.56 2.71
Believability 2.97 2.60
------------- ---- ----
Sincerity 2.91 2.66
--------- ---- ----

Do you think Charlie Sheen will remain drug free?

Total
Yes 3%
No 85%
--- ---
Not sure 12%
-------- ---

Do you think it was appropriate to cancel Two and a Half Men for the
season?

Total
Pre Post
Yes 54% 64%
No 26% 22%
--- --- ---
Not sure 21% 13%
-------- --- ---

While viewing the video, participants indicated their perceived levels of believability 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.

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.

SOURCE HCD Research

Photo:http://photos.prnewswire.com/prnh/20071204/NYTU133LOGO
http://photoarchive.ap.org/
HCD Research

CONTACT: Vince McGourty, HCD Research, +1-908-483-9121, vince.mcgourty@hcdi.net

Web Site: http://www.hcdi.net

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