Shares in United Continental Holdings Inc. on Tuesday came off their worst levels, but ended 1.1% lower as the airline continued to draw flak for having a passenger forcibly dragged off a plane Sunday.

United UAL, +0.14% wiped about $255 million off its market capitalization in Tuesday’s session, leaving it with a market cap of around $22.25 billion, according to FactSet data.

The company’s stock has lost 0.2% for the week, compared with the S&P 500 SPX, -0.84% — the broad U.S. stock benchmark — declining less than 0.1% for the week.

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Early Tuesday ahead of the market’s open, United’s stock had been down by as much as 6% in premarket trading, before paring its losses.

Investors largely shrugged on Monday at the widespread criticism of United, as the airline’s stock ended Monday’s session 0.9% higher, adding about $200 million to the company’s market cap. So for the week, the company’s market cap hasn’t been reduced by that much.

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And see:Why you, too, could get dragged off a plane if the airline overbooks your flight

Tuesday’s selloff and rally suggest that investors are still weighing the implications to the carrier’s business amid the furor over the incident. Videos of the bloodied passenger being dragged off the plane by law enforcement have been widely shared on social media.

StockTwits — a social network for traders — has offered the following chart showing how sentiment around the stock has been souring:

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Opinion:What United should have done in response to that video of a man being violently pulled off a flight

United said it had asked Sunday for four volunteers to leave the plane due to overbooking, and one customer refused to give up his seat on the full flight from Chicago’s O’Hare International Airport to Louisville, Ky.

United CEO Oscar Munoz sent an email to employees that described the customer as “disruptive and belligerent,” leading the New York Post to say Munoz is “tone deaf.”

Then on Tuesday afternoon, Munoz issued another apology — this time more conciliatory: “No one should ever be mistreated this way,” he said in a statement.

Amid the outcry, a Cowen & Co. analyst has raised her price target for United’s stock, citing encouraging March traffic, but making no mention of Sunday’s incident.