The Movie Network & Movie Central Survey On The Morals Of Canadians

Toronto, ON - According to a new Ipsos Reid survey conducted on behalf of The Movie Network and Movie Central, nearly all Canadians (95%) feel that they "live (their) life morally" - three-quarters (75%) strongly feel this way - and most (81%) agree that, based on their experience, "other Canadians live their lives morally". But despite the very pervasive belief among Canadians that they and those around them live their lives in a moral way, many admit that they are willing to commit immoral acts:

• Four in ten (42%) Canadians say they would lie to get ahead in life;
• One-third (34%) say they would take the law into their own hands if they felt it was warranted;
• One-quarter (25%) say they would not turn in a loved one if they knew they committed a crime;
• The same proportion (24%) would do a favour for a friend or family member if they thought it was ethically questionable;
• Two in ten (17%) admit that if they backed into someone's car and no one saw, they would leave the scene without leaving a note;
• Approximately one in ten (12%) would side with the majority on a jury, even if they disagreed;
• The same proportion (12%) say that if they found a wallet with $100 in it, they would keep it;
• One in ten (10%) indicate that they would not let a cashier know if he/she mistakenly gave them a $20 bill in change instead of $10;
• And, 7% say they would let someone else take the blame for them if they did something wrong.

The survey also reveals that while six in ten (59%) Canadians have confidence in the justice system, 10% admit to having committed a crime and gotten away with it.

These are the findings of an Ipsos Reid poll fielded from August 1st to 3rd, 2006. For the survey, a representative sample of 1000 Canadians was interviewed via telephone. The sample used in this study has been weighted according to Census data to accurately reflect the population of Canadians. With a sample of this size, the aggregate results are considered accurate to within +/-3.1 percentage points, 19 times out of 20, of what they would have been had this entire population been polled. The margin of error will be larger within each sub-grouping of the survey population.

For more information or to schedule a media interview, please contact:

Jennifer McLeod
Senior Research Manager
Ipsos Reid Public Affairs
(416) 324-2900
[email protected]

Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 300 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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