Flemington, NJ – Results from a national media study among 300 Americans revealed that John Mayer’s apology for his statements in an interview with Playboy was rated as the lowest with regard to perceived sincerity levels, compared to other celebrity apologies in 2009 and 2010.
The results were based on a series of studies that were conducted by HCD Research using its MediaCurves.com® website during 2009-10. The studies were conducted among Americans who ranked various celebrity apologies on a scale based on levels of sincerity. Respondents ranked six celebrities who were featured in news stories that were tested by MediaCurves.com® in 2009. To view detailed results go to www.mediacurves.com.

The majority of viewers (88 percent) indicated that it was inappropriate for Mayer to use the “N” word during his interview with Playboy. In addition, nearly one-third of viewers (32 percent) reported that they were less likely to listen to John Mayer’s music after viewing the apology.

Among the findings:

The scores below indicate the percent change in celebrities’ sincerity scores based on a scale of 1-7 before and after respondents viewed the apologies. Higher scores indicate higher levels of perceived sincerity. Positive scores indicate an increase in perceived sincerity and negative scores indicate a decrease in perceived sincerity.

Do you think it is appropriate for John Mayer to use the “N” word?

After viewing this apology, are you:

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.