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People Will Now Pay $66 Not to Fly United

united-drag-business-insider

Here’s some of the most direct and persuasive public relations measurement we’ve seen in a long time. A clever experiment has measured just how much it is costing United Airlines to have had that passenger dragged off a flight last week. (See the video below.)

Participants in a Morning Consult poll were asked to choose between a United or American Airlines flight between New York and Chicago. Among those who had heard of the incident, 79 percent chose an American flight instead of United. Prospective customers were willing to take a longer and more expensive American flight to stay out of the Friendly Skies. For the same flight, participants were willing to pay about $66 more to travel American in order to avoid flying United. Makes United’s guitar-breaking incident seem tame. (Which, by the way, we calculated the cost of back in 2009.)

Read more analysis of the research at The Upshot. Read about the research and results here. See what started it in this video from Business Insider:

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Bill Paarlberg
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Bill Paarlberg

Bill Paarlberg co-founded The Measurement Standard in 2002 and was its editor until July 2017. He also edits The Measurement Advisor newsletter. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
Bill Paarlberg
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