A question of perspective: Attribute and goal framing of webcare responses

Wolfgang Jonas Weitzl, Udo Wagner, Charlotte Pichler

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung


This research sheds light on how companies should apply attribute and goal framing in their public responses to online complaints for eliciting favorable reactions by social media bystanders. In contrast to earlier findings, we show that responses in which companies apply positive or negative attribute framing can have similar effects. Furthermore, we demonstrate that for goal framing, a positively framed recovery message is more effective than a negative one. Here, these messages benefit from being perceived as a sincere apology, which triggers bystanders’ benevolence. These insights suggest that marketers should re-consider the usage of differently framed messages in the online complaining context.
OriginalspracheEnglisch (Amerika)
TitelProceedings of the 7th French-Austrian-German Workshop on Consumer Behavior
UntertitelCrises, pandemics, life-changing events, new technologies - consumer behavior research in a changing world
Redakteure/-innenAndrea Gröppel-Klein
PublikationsstatusVeröffentlicht - 2022
Veranstaltung7th French-Austrian-German Workshop on Consumer Behavior - Universität des Saarlands, Saarbrücken, Deutschland
Dauer: 2 Juli 20224 Juli 2022


Konferenz7th French-Austrian-German Workshop on Consumer Behavior


  • Framing
  • Webcare
  • Online complaining
  • Failure
  • Dissatisfaction
  • Service failure
  • Service recovery
  • Online service recovery
  • Complaining
  • Negative word-of-mouth