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EMAC 2023 Regional Conference

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

Published: November 22, 2023


Wolfgang Weitzl, University of Applied Sciences Upper Austria; Clemens Hutzinger, Seeburg Castle University, Department of Management; Udo Wagner, University of Vienna; Robert Zimmermann, University of Applied Sciences Upper Austria


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 experi-ments show that both bystanders’ level of empathy towards fellow shoppers and perceived failure size strongly affect their reactions to different forms of webcare framing.