Toyota Brand Favorability Unaffected By Apology

-- Toyota Brand Favorability Unaffected By Apology--

Flemington, NJ, February 2, 2010 – A new media study among 601 Americans revealed that the majority (77%) reported that the apology by Jim Lentz, President of Toyota Motor Sales U.S.A. Inc., was sincere after viewing it.

The study was conducted during February 2-3 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of an apology given by Jim Lentz, President of Toyota Motor Sales U.S.A. Inc., regarding the recall of several Toyota automobile models. To view detailed results go to: www.mediacurves.com.

Toyota brand favorability was unaffected by the apology, with viewers rating the average favorability of the brand as 4.5 before and after viewing the apology. Toyota’s brand favorability was higher than a previous study conducted last week regarding of the recall of certain Toyota vehicles. When compared to a past apology given by Mattel CEO, Bob Eckert on the recall of toys, viewers rated the Mattel apology as more sincere than the Toyota apology.

“Our automated response curves revealed that Toyota owners’ sincerity ratings were higher than non-Toyota owners’ sincerity ratings during the apology,” commented Glenn Kessler, president and CEO, HCD Research.

Among the findings:

Do you think the apology was sincere?

Toyota Apology / Mattel Apology

Yes / 77% / 86% /
No / 23% / 14% /

Please indicate how favorable you are of the Toyota brand using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”

Study 1 (News Clip) / Study 2 (Apology)

Before Video / 4.9 / 4.5
After Video / 3.9 / 4.5

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

ENDS

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