Ending Free Bags Could Prove a 'Costly Mistake' For Southwest Airlines

Last week, Southwest Airlines officially began charging for checked bags, ending its longstanding "bags fly free" policy in an attempt to bring in more profits. But it sounds like there's a chance the move could backfire.

Roger Dooley of Forbes is a speaker and author who covers science-based business strategies. In a recent article, he warned that by instituting a $35 charge for checked baggage, Southwest Airlines is making a rather costly mistake in consumer psychology in a number of ways.