Press Releases
Viewers' Less Favorable of Southwest Airlines After Kevin Smith Incident
Nearly one-third of viewers less likely to fly on Southwest after incident
Flemington, NJ, February 16, 2010 – A new media study among 303 viewers of a news clip featuring Southwest Airlines’ decision to deny film director Kevin Smith a seat on a flight due to his size revealed that favorability for the airline decreased among viewers.
The study was conducted during February 2-4 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions a news clip about Southwest Airlines’ decision to deny Kevin Smith a seat on a flight because he was larger than their size requirements. To view detailed results go to: www.mediacurves.com.
While average favorability ratings for the airline decreased from 5.4 to 4.3 for individuals with a healthy weight, average favorability decreased more drastically, from 5.7 to 3.9 among over weight respondents. Nearly one-third of viewers (32%) indicated that they were less likely to fly on Southwest Airlines due to this incident. In addition, viewers reported that “disturbing” (42%) was the emotion they felt most while viewing the video.
Among the findings:
Please indicate how favorable you are of Southwest Airlines using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”
|
Mean by Weight Category |
Healthy Weight |
Over Weight |
|
Before Video |
5.4 |
5.7 |
|
After Video |
4.3 |
3.9 |
How has this incident affected the likelihood that you would fly on Southwest Airlines for your next plane flight?
|
|
Healthy Weight |
Over Weight |
Total |
|
I am more likely to fly on Southwest Airlines |
14% |
7% |
10% |
|
I am less likely to fly on Southwest Airlines |
26% |
36% |
32% |
|
I am just as likely to fly on Southwest Airlines |
60% |
57% |
58% |
Which of the following emotions did you feel while viewing the video? Please check all that apply.
|
|
Total |
|
Anger |
28% |
|
Inspiration |
4% |
|
Sadness |
28% |
|
Skepticism |
28% |
|
Confusion |
21% |
|
Disturbing |
42% |
|
Embarrassment |
27% |
|
Pride |
3% |
|
Happiness |
5% |
While viewing the video, participants indicated their perceived levels of agreement 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.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.