It’s one thing to oppose embryonic stem cell research in principle. It becomes harder when the illnesses it might lead to cures for involve real people. A study this week showed that Michael J. Fox’s ad backing stem cell research increased support for the research. From the press release:
A new national study revealed that American voters’ support for stem cell research increased after they viewed an ad featuring Michael J. Fox in which he expresses his support for candidates who are in favor of stem cell research.
The study was conducted among 955 Americans by HCD Research and Muhlenberg College Institute of Public Opinion (MCIPO) during October 24-25, to obtain Americans’ views on the stem cell research before and after they watched the ad.
The participants included self-reported Democrats, Republicans and Independents. They were asked to view the ad and respond to pre-and post-viewing questions regarding their opinions and emotions concerning the ad.
Among the study findings:
- Among all respondents, support for stem cell research increased from 78% prior to viewing the ad, to 83% after viewing the ad. Support among Democrats increased from 89% to 93%, support among Republicans increased from 66% to 68% and support among Independents increased from 80% to 87% after viewing the ad.
- The level of concern regarding a candidate’s view on stem cell research increased among all respondents from 57% prior to viewing the ad to 70% after viewing the ad. Among Democrats, the level of concern increased from 66% to 83% and Republicans’ level of concern increased from 50% to 60%. Independents’ level of concern increased from 58% to 69%.
- The perception that the November election is relevant to the U.S. policy on stem cell research increased across all voter segments, with an increase of 9% among all respondents pre- and post-viewing from 62% to 71%. The Democrats’ perception increased from 75% to 83%, Republicans’ perception increased from 55% to 62% and Independents’ perception increased from 60% to 68% pre- and post-viewing.
- The advertisement elicited similar emotional responses from all responders with all voter segments indicating that they were “not bored and attentive” followed by “sorrowful, thankful, afraid and regretful.”
- The vast majority of responders indicated that the advertisement was believable with 76% of all responders reporting that it was “extremely believable” or “believable.” Among party affiliation, 93% of Democrats 57% of Republicans and 78% of Independents indicated it “extremely believable” or “believable.”