Viewers’ Less Favorable After Kevin Smith

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.

ENDS

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