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

Wolfgang Jonas Weitzl, Udo Wagner, Charlotte Pichler

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review


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.
Original languageEnglish (American)
Title of host publicationProceedings of the 7th French-Austrian-German Workshop on Consumer Behavior
Subtitle of host publicationCrises, pandemics, life-changing events, new technologies - consumer behavior research in a changing world
EditorsAndrea Gröppel-Klein
Place of PublicationSaarbrücken
Number of pages2
Publication statusPublished - 2022
Event7th French-Austrian-German Workshop on Consumer Behavior - Universität des Saarlands, Saarbrücken, Germany
Duration: 2 Jul 20224 Jul 2022


Conference7th French-Austrian-German Workshop on Consumer Behavior

Cite this