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Viewers' Less Favorable of Southwest Airlines After Kevin Smith Incident

Kevin Smith Southwest

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.

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RE: Kevin Smith Southwest

by Brownbat (User #223500) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4973)

I have seen Kevin Smith in person and I would not guess he is too large to comfortably sit in a standard airline seat. However I do believe that passengers who are so large that they impose upon the space of the passenger/s next to them, should be re seated or asked to purchase an extra space. I also believe that passengers who are too large to fit through an aircraft emergency exit window should not be permitted to sit in the exit rows.

RE: Kevin Smith Southwest

by redpants (User #234534) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4974)

People need to realize that more weight cost more money in fuel, plus the convenience and comfortable factor for other passengers.

RE: Kevin Smith Southwest

by diane1 (User #233366) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4975)

I can see that the man was over weight. But they should tell each person before hand. I think if they let less people on the plane than this man could have flown stright through to where he was going. I am sure that the man feeling and ego was really hurt. How humilating this was for the passenger.

RE: Kevin Smith Southwest

by BILLBO (User #222921) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4976)

it's sad what southwest did

RE: Kevin Smith Southwest

by kdiggi (User #235162) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4977)

I love kevin smith and will never use this airline ever again because of this crap.

RE: Kevin Smith Southwest

by Mosaic317 (User #226396) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4978)

Interesting. I believe there should be restrictions, but I do not think that Kevin was large enough for them. He fit the seat and coould lower his armrests, that should be fine. Maybe if the airlines didnt try to cram in so many chairs everyone could fit, on the other hand if someone is so out of control that they are massive and make the person next to them feel uncomfortable that should not be allowed. Kevin Smith is not that fat.

RE: Kevin Smith Southwest

by tmi622 (User #233047) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4979)

I feel it is wrong what the airline is wanting to do. Maybe before people did not have such a problem with weight but with all the additives that are put in food & given to animals let alone the physicians who prescribe medicine which have bad side effects as weight gain. We did not have these problems years ago. It also seems like the airline is being greedy due to sales being down. One way to recoup the loss of sales is hike rates on the people who use the airline, this is wrong.

RE: Kevin Smith Southwest

by lskeens (User #235679) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4980)

I support airlines taking precautions such as a size limit to insure the safety and comfort of all passengers involved.

RE: Kevin Smith Southwest

by wendysue44 (User #204237) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4981)

THERE WAS A MAN ON A RECENT FLIGHT THAT I TOOK THAT WAS A LOT BIGGER, BUT I DO NOT KNOW IF HE WAS CHARGED EXTRA OR NOT.

RE: Kevin Smith Southwest

by riley_kathy (User #232420) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4982)

I am a fan of Southwest Airlines. Every flight I've taken with them has been fun and on time. This incident does not change my mind at all.

RE: Kevin Smith Southwest

by arwyns_mom (User #232854) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4983)

I think if you are bigger, you should have to buy two seats. It will make you and the people sitting next to you more comfortable. I hate being squashed in next to someone on a two hour flight!

RE: Kevin Smith Southwest

by paulbrown (User #216515) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4984)

Have you ever had to sit next to a morbidly obese person on a plane. You have to scrunch your elbows and move your leg that is next to them unless you want to rub legs as their fat spills over onto your seat. Fly to Hawaii from Chicago like that and it stinks. It is uncomfortalbe the whole trip. Buy two seat if they are too fat!!!

RE: Kevin Smith Southwest

by ellielily (User #215724) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4985)

. On two flights I was in middle seat between two very heavy passenger. I could not move...could not get my tray down or even turn the pages of a book I had brought. I asked to be moved but a full plane. Each of these passengers should have been required to have purchased two seats. They were very upset with me and kept moving throughout to make me doubly uncomfortable. I am not one who discriminates against anyone/including religion, race, etc. Many of my friends are in the 300 pound range so it is not a factor for me. But seating on airlines should have a size restriction which would involve purchasing double seats or maybe airlines could have two rows that are specifically for overweight people who do not fit in a single seat of regulation size.

RE: Kevin Smith Southwest

by sagabri (User #206399) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4986)

just because I am overwight I do not feel that I should have to buytwo seats or be put off the plane. A great many people are overweight in this country. It is a form of pointing the finger at us

RE: Kevin Smith Southwest

by eileenfar (User #66730) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4987)

I live in terror that I will be humiliated and abused by Southwest, every time I fly. And consequently flying is something I hope not to have to do ever again. It is bad enough to have physical handicaps and mobility impairments without being subjected to abuse too. Scorn, public opprobrium are, it seems to me, adequate punishment for the perceived nasty hoggishness others attribute to anyone who does not fit the model profile tv has acculturized us to expect of everyone entitled to be regarded as a worthwhile person.

RE: Kevin Smith Southwest

by esonia (User #219390) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4988)

these days airlines are doing lots of injustices to passangers like charging for luggage and paying extra to set in certain seats (Spirit Airlines)

RE: Kevin Smith Southwest

by PIFA123 (User #202342) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4989)

SOUTHWEST WAS RIGHT

RE: Kevin Smith Southwest

by madelinerose1 (User #210216) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4990)

southwest cannot be allowed to embaress and inconvenience its customers

RE: Kevin Smith Southwest

by gregwells (User #214449) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4991)

South West WOULD have allowed him to fly as a SCHEDULED passenger but was not able to accomodate him as a STAND-BY passenger. HE'S THE ONE BEING UNREASONABLE, NOT SOUTH WEST

RE: Kevin Smith Southwest

by maxandsam187 (User #205465) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4992)

sw is full of crap, if someone wants to pay for 2 seats, let them do it. I overweight person in 2 seats no different than 2 normal people in 2 seats. If someone wants 2 standby seats, than fine if he can get 2 together when their turn comes

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RE: Kevin Smith Southwest

by cheddar (User #220283) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4993)

The airlines are out of control with their "charge for everything we can" mindset. They offer less in service and charge more for it. I'd rather have a fat person on a flight with me than listen to a crying baby!

RE: Kevin Smith Southwest

by nuzlady_29388 (User #207247) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4994)

As you can tell from the answer toward the end, I am in the severely overweight category but I am able to fit very well into the seat without overhanging into other passengers' area so I have never been hassled over my size. I have however sat in a seat where the person beside me was as large as I am and that does get a little more uncomfortable.

RE: Kevin Smith Southwest

by hungarian_blue_eyes (User #206026) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4995)

I may be severly overweight but I can fit comfortably in airplane seats without imposing on others

RE: Kevin Smith Southwest

by nnelson218 (User #233669) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4996)

I really do not want to sit next to someone who takes up some of my seat too on a flight. Also, I only want people on a plane that can get out in an emergency and not trap the rest of us.

RE: Kevin Smith Southwest

by nodeerhere (User #214439) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4997)

Small people should not have to be squeezed to death by fat people. The airline is absolutely right. If I have to pay for baggage they can pay for their excess weight!

RE: Kevin Smith Southwest

by ecstaswae (User #218802) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4998)

thought provoking

RE: Kevin Smith Southwest

by beezeebeez (User #98817) on Tuesday, February 16, 2010 @ 5:21:52 PM (#4999)

I would be VERY VERY angry if I were seated next to this FAT man! I believe ALL passengers' comfort and needs MUST be addressed by the airlines. Perhaps they should provide one or two rows of SPECIALLY SIZED seats in Economy class for oversized passengers who would then pay an appropriate premium for one of those seats. If the oversized passenger refuses to pay the price he should be denied access to the flight.

RE: Kevin Smith Southwest

by Garbo46 (User #97738) on Tuesday, February 16, 2010 @ 5:21:52 PM (#5000)

The producer does not look as overweight as some I've seen on planes. However, I have been on too many flights where someone's flab was hanging over onto my space, not too mention not being able to put my elbows on a rest. I just sat there stuck, sitting all prim and proper with my arms in front of me. There has to be some standard of occupying a seat(s), regardless of how we may view ourselves. Maybe there could be a "fat section" on the airline to accommodate the more rounded.

RE: Kevin Smith Southwest

by stavelu (User #217398) on Tuesday, February 16, 2010 @ 5:21:52 PM (#5001)

If a person is thin really underweight and their seat is extremely comfortable because they are small. If they are more comfortable than the average person would be in a regular seat like they are in does the airline charge them more money?No they don't.I buy xlarge shirts and pay more money.If a person takes a small shirt do they give it to him for less. No they don't. If your big they charge more for xtra material over average size.If your small and use less material they don't give you the shirt for less because of less material.So if they don't charge people who fly that are underweight and they are saving on food,drinks and xtra comfort to the passengers sitting next to these xtra thin petite people then they should not charge an overweight person either.Discrimination not only counts in race but also in weight.

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Viewers' Less Favorable of Southwest Airlines After Kevin Smith Incident