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Toyota Favorability Levels Continue to Decline Among Viewers

Flemington, NJ –Results from a series of studies exploring Americans’ perceptions of the Toyota brand since the initial recalls earlier this year revealed that favorability levels have continued to decline. The favorability ratings for Toyota have fallen from an average score of 3.9 in January to a current average of score of 3.4.

The new study was conducted during Feb. 17-18 by HCD Research using its MediaCurves.com® website, to obtain 603 viewers’ perceptions of a news clip highlighting Toyota President Akio Toyoda’s decision not appear before the U.S. Congressional committee hearing regarding the recalls. To view detailed results go to www.mediacurves.com .

The majority of Americans (67 percent) indicated that Akio Toyoda should appear before congress. After hearing about his decision, the majority of viewers (64 percent) indicated that they have a less favorable view of the Toyota brand.

Among the findings:

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.”

	Before Video	After Video
Study 1	4.9	3.9
Study 2	4.5	4.5
Study 3	4.2	3.4

Do you think that Toyota President, Akio Toyoda, should appear before the U.S. Congressional committee hearing regarding the recalls?

	Total
Yes	67%
No	33%

How has Toyota President Akio Toyoda’s decision to not appear before the U.S. Congressional committee hearing affected your perception of the Toyota brand?

	Total
My perception is more favorable	3%
My perception is less favorable	64%
No change in perception	33%

Do you think the apologies that Toyota has given regarding its recent vehicle recalls have been sufficient?

	Total
Yes	33%
No	35%
Unsure	33%

While viewing the video, participants indicated their perception of the Toyota brand 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.