Following the tragic high school shooting in Parkland, Florida, some prominent companies have severed their relationships with the National Rifle Association (NRA). Many viewed these actions as attempts to curry favor with the press, Democrats and anti-NRA activists. By those measures, they were a success, as the actions drew praise from those segments of society. But how were they received by the country as a whole? It turns out, it’s a whole different picture. A Morning Consult survey of 2,201 U.S. adults conducted last week found an overall increase in negative views of companies that severed ties with the NRA. As expected, the reaction was split sharply down party lines with Republicans more likely to view distancing from the NRA as a bad decision, while Democrats viewed the move as a positive. The big difference is that Democrats view the move as just a modest positive whereas Republicans view it as a huge negative. Overall, the lesser increases in favorability among Democrats were dwarfed by the titanic decreases in favorability among Republicans. Taking the country as a whole showed an overall significant loss of favorability.