Americans Less Favorable of President Bush after Viewing McClellan Interview
Flemington, NJ, May 29, 2008 – A national study among 309 self-reported Republicans, Democrats and independents indicated that Americans were less
favorable of President Bush after viewing the Scott McClellan interview on the Today Show.
The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion
earlier today to obtain Americans’ views an interview with Scott McClellan, a former press secretary to President Bush
and the author of a “tell-all” memoir about his time in the White House.
While viewing segments of the interview, participants indicated their 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’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and
post-viewing questions. To view believability curves and detailed results go to: www.mediacurves.com.
Among the study findings:
What is your overall opinion of President Bush?
Democrats Prior to Viewing McClellan Interview
Very Favorable - 4%
Mostly Favorable - 9%
Mostly Unfavorable - 26%
Very Unfavorable - 61%
Democrats After Viewing McClellan Interview
Very Favorable - 3%
Mostly Favorable - 10%
Mostly Unfavorable - 22%
Very Unfavorable - 64%
Republicans Prior to Viewing McClellan Interview
Very Favorable - 10%
Mostly Favorable - 55%
Mostly Unfavorable - 22%
Very Unfavorable - 12%
Republicans After Viewing McClellan Interview
Very Favorable - 11%
Mostly Favorable - 50%
Mostly Unfavorable - 24%
Very Unfavorable - 14%
Independents Prior to Viewing McClellan Interview
Very Favorable - 4%
Mostly Favorable - 25%
Mostly Unfavorable - 39%
Very Unfavorable - 33%
Independents After Viewing McClellan Interview
Very Favorable - 6%
Mostly Favorable - 20%
Mostly Unfavorable - 37%
Very Unfavorable - 36%
Emotions Most Felt While Viewing the Interview
When asked to select the emotions they felt most strongly while viewing the McClellan interview from a list of emotions,
Democrats reported that “irritated” (25%) and “attentive” (24%) were the strongest emotions felt, compared to
Republicans who indicated “irritated” (28%) and “attentive” (25%) were the strongest emotions felt. independents
reported that “attentive” (27%) and “skeptical” (26%) were the strongest emotions felt while viewing his interview.
The Media Curves web site 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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HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include
traditional and web-based communications 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. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public
opinion data on local, state and national issues. For additional information on Muhlenberg College, go to For additional information on Muhlenberg College, go to www.muhlenberg.edu
ENDS