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What Americans Buy, Believe and Do.

Tuesday, June 11, 2019

Dear Research Alert Subscriber:

Birth Control Still Tops List of Morally Acceptable Issues

Using birth control, drinking alcohol and getting a divorce remain the most broadly accepted personal moral behaviors in the United States, out of a list of 21 measured in Gallup's annual Values and Beliefs poll. Conversely, extramarital affairs, cloning humans, suicide and polygamy are viewed most broadly by Americans as morally wrong behaviors.

All but five of these behaviors have been measured since the early 2000s, and Americans have increasingly taken a more liberal view on many of them since then. The latest reading, from a May 1-12 poll, shows that at least 60% of Americans find 10 of the behaviors to be morally acceptable. In addition to birth control (92%), alcohol use (79%), and divorce (77%), sex between unmarried men and women (71%), gambling (68%), smoking marijuana (65%), embryonic stem cell research (64%), having a baby outside of marriage (64%), gay or lesbian relations (63%) and the death penalty (60%) round out that list.

At the other end of the spectrum, there are seven behaviors that fewer than four in 10 Americans deem morally acceptable, including teenage sex (38%), pornography (37%), cloning animals (31%), polygamy (18%), suicide (17%), cloning humans (12%) and extramarital affairs (9%).

The issues that divide Americans most closely are buying and wearing clothing made of animal fur, doctor-assisted suicide, medical testing on animals and abortion. On each, the gap between "morally acceptable" and "morally wrong" views is less than 10 percentage points.

Changes in Moral Acceptability Since Last Year

Although Americans' views on the morality of most of the issues measured stayed relatively steady compared with last year, there were several notable changes:

* The percentage of Americans who say buying and wearing clothing made of animal fur is morally acceptable has fallen seven points since last year to 53%, the new historical low for the measure by acceptability last year, have settled back in line with the previous trends.

* Sex between an unmarried man and woman is at its highest point in the Gallup trend, edging up two points to 71%.

* Americans' views that divorce is morally acceptable have risen 10 points since 2012 to 77% and are currently the highest they have been.

Ideology Continues to Divide Americans on Moral Issues

Americans' perspectives on the morality of different behaviors are strongly influenced by their own ideology, and some of the issues measured are particularly polarizing. Abortion, which has been in the news recently as a number of states have moved to restrict or ban abortions, remains the most divisive of the issues, with just 23% of conservatives vs. 73% of liberals considering it morally acceptable.

Of the 21 issues tested in this poll, 13 are considered morally acceptable by majorities of liberals, while nine are viewed as acceptable to majorities of conservatives. Although there is considerable overlap between the two lists, seven issues are deemed acceptable by a majority of liberals but less than half of conservatives: abortion, gay or lesbian relations, doctor-assisted suicide, smoking marijuana, having a baby outside of marriage, pornography, and sex between teenagers. Just three issues are viewed as morally acceptable by a majority of conservatives but less than half of liberals: the death penalty, buying and wearing clothes made of animal fur, and medical testing on animals.

Meanwhile, conservatives and liberals are broadly united in their belief that five behaviors are morally wrong: suicide, cloning animals, cloning humans, polygamy, and extramarital affairs.

Bottom Line

There has been little movement since last year in Americans' views of the moral acceptability of a range of issues, as birth control, drinking alcohol and divorce remain the most acceptable, and cloning humans and extramarital affairs are least acceptable.

A strong ideological split remains across many of the issues, but none is as divisive as abortion. As some states move to limit or restrict abortions, debate around this issue will likely only get more intense.

SOURCE: Megan Brenan, Gallup

Here Are the 10 Brands Bartenders Most Often Recommend

For the second consecutive year, Patron leads the list, followed by:
Category         Recipient    Recipient    Comments
                 2018         2017

Blended Scotch   Johnnie      Johnnie      Ranked first since the
                 Walker       Walker       inception of
Cognac           Hennessy     Hennessy     Ranked first for seven of the
                                           last eight years
Cordial          Grand        Grand        Sixth consecutive year with
                 Marnier      Marnier      highest ranking
Coffee Cordial   Baileys      Baileys      The leader for the six years
                                           the category has been
Flavor Spirits   BACARDI      Absolut      Leads for the first time
                 Flavors      Vodka        since 2007, overtaking
Gin              Bombay       Hendricks    Absolut Flavors Wins the
                 Sapphire                  MORBA for the first time
                                           since 2014
Rum              BACARDI      BACARDI      Ranked first for the 12th
                                           consecutive year
Shot/Shooter     Jack         Fireball     First-time lead, displacing
                 Daniel's                  2015-2017's leader
Single Malt      The          The          Its second straight year,
                 Macallan     Macallan     having displaced The
                                           Glenlivet in 2017
Tequila          Patron       Patron       Ranked first since 2008
Vodka            Grey Goose   Grey Goose   First in all but one year of
                                           the study, where it
Whiskey          Jack         Jack         Ranked first for each year
                 Daniel's     Daniel's     the category has been

SOURCE: MetrixLab MSS Most Often Recommended Brand Award, Kevin Moran,
MetrixLab, (+1) 602 698 4053,


Anne Whitaker, Editor

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Author:Whitaker, Anne
Publication:Research Alert Daily
Date:Jun 11, 2019
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