Webcare Framing: How Small Changes Make a Significant Difference in Bystanders’ Minds

Wolfgang Jonas Weitzl, Clemens Hutzinger, Udo Wagner, Robert Zimmermann

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


By conducting three experimental studies, this research contributes to the scientific knowledge about the effects of different forms of webcare framing (classic, non-classic) on complaint bystanders. Initial findings of the first study on classic framing indicate that by-standers’ webcare judgments and brand attitude are affected by goal framing. However, the effect of attribute framing appears to be ambiguous. Two subsequent scenario-based experiments show that both bystanders’ level of empathy towards fellow shoppers and perceived failure size strongly affect their reactions to different forms of webcare framing.
Original languageEnglish
Title of host publicationProceedings of the 2023 EMAC Regional Conference
Place of PublicationAthens
PublisherEuropean Marketing Academy
Publication statusPublished - 2023
Event2023 EMAC Regional Conference - University of Piraeus, Athens, Greece
Duration: 27 Sept 202329 Sept 2023


Conference2023 EMAC Regional Conference
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