People Less Tolerant of Christmas Decorations

People Less Tolerant of Christmas Decorations This Year
--Significantly fewer decorators in 2008 vs 2007 due to personal budget constraints --

Flemington, NJ, November 26, 2008 - A study completed today among 768 Americans revealed that people have become less tolerant of their neighbor's elaborate Christmas decorations this year compared to last year. HCD Research compared this year's results to an identical study conducted during the 2007 holiday season.

For both last year's study and this year's study, half of the participants viewed a photo taken at night of a modest house decked out in lights and illuminated figures, while the other half viewed a daytime photo of a similar modest house decorated with a few wreaths. After viewing the photos participants were asked the same questions about the type of people who might live in the houses.

Respondents were asked if their perceptions on Christmas decorations have changed in comparison to last year. 35% said that their perceptions had in fact changed. Out of this category of responders, 43% said that there is a need for less decorating this year. Their reasoning was mostly attributed to reduced budgets and less money to spend on decorations. The next top reason for this group of responders was that elaborate decorations would be inappropriate in a time where our country faces serious national and international concerns (job-loss, economy crisis, war, etc).

The study was conducted by HCD Research from November 25-26 to obtain Americans' perceptions of Christmas decorations and how they relate to the homeowner, how they affect the neighborhood and how the perceptions from last holiday season compare to this holiday season.

Respondent's also had a more negative view on elaborately decorated houses and the owners of those particular houses. When shown the two separate pictures of the elaborately decorated house and the simply decorated house, responders said that they would rather have the simply decorated house in their neighborhood. This perception has somewhat strengthened in this year's release of the study.

Among the findings:

For those who responded that there is a need for less Christmas decorating and festiveness this year:

Why do you think there is a need for less holiday decorating and festiveness this year compared to last year?

/ Total
It isn't appropriate (with unemployment rates going up, the economy crisis and other national concerns) 37%
Less influences in your household this year (spouse, children, etc.) 16%
Personal reasons 27%
Less appreciative this holiday season 8%
Not as much money to spend 71%
Less time to spend on decorating and preparing 24%

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.

ENDS

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