More People Are 'Deeply Moved' and 'Heartily Appreciative' Than Pre-Quake

Hakuhodo Inc., an integrated advertising agency, disclosed on 28 June 2011 the results of its survey of changes in ordinary citizens' "emotion," "behavior" and "values" after the March 11 Disaster. According to the findings, a comparison of residents' emotions before and after the disaster revealed "deeply moved" as the most common response, followed by "heartily obliged." The former is 15 percentage points higher than the previous year, while the latter is up 9 percentage points. Particularly in the northeastern region of Japan, which was seriously damaged by the disaster, these two emotions are top ranked in terms of both the share ratio among all emotions and the difference between the two years.

The report also revealed following: there were gaps in the level of emotional change between the eastern and western parts of Japan; shopping appetite after the disaster was unchanged; amount of information obtained through conventional media such as TV, radio and newspapers is now similar to that obtained through the Internet; men tended to be active in their own self-interests, while women tended to be active in social interests; "reasonably satisfied" lifestyle was the top-ranked desired level of life satisfaction.

This online survey was conducted among 6,000 people aged 20 to 59 in May 2010 and in May 2011.

Posted: 2011/11/02 06:00:15 AM