Ouch.
https://www.nytimes.com/2017/04/17/u...-airlines.html
So apparently people who have heard of the UA3411 incident, would pick AA at equal rates, if the AA flight was roughly $60 more expensive (compare with 81% who would pick UA, the cheaper option, among people who had not heard of UA3411). If priced identically, only 21% would choose UA, who had heard of this incident (compare with 49% who would pick UA among those who had not heard of UA3411).