The use of framing of affect or reason in communications in a services failure recovery scenario in education

Article Sidebar

PDF HTML XML
Published: Dec 1, 2018
DOI: https://doi.org/10.14807/ijmp.v9i4.794
Keywords:
Message framing Affect and reason Advertisement Failure recovery.

Main Article Content

Flavio Santino Bizarrias
Universidade Nove de Julho
Jussara Goulart da Silva
Universidade Federal de Uberlândia
Marlette Cassia Oliveira Ferreira
Instituto Federal de Educação

Abstract

The study of decision-making of people has its origins in economic theory, with a more rational approach. However, several studies have shown that decision-making follows also an emotional model. In great part, decisions are influenced by information we receive through communication framing. In education, students decisions are largely affected by the information they receive through communication issued by the service provider. In a scenario of service failure recovery the influence of emotional or rational messages is little studied. The motivation of this study is the absence of works relating attitudes to services when failure recovery occurs in higher education services, particularly when the framing of the communication signals some position to students, aiming to persuade them. The results showed that rational communication was more effective than emotional ones. It was also found that interpersonal influences tends to reduce positive responses from students to HEI communication strategy, though a moderation process.

Downloads

Download data is not yet available.

Article Details

Issue
Vol. 9 No. 4 (2018): Independent Journal of Management & Production
Section
Articles

1. Proposal of Policy for Free Access Periodics

Authors whom publish in this magazine should agree to the following terms:

a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 that allows the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.

b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in an institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.

c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).

 

Proposal of Policy for Periodic that offer Postponed Free Access

Authors whom publish in this magazine should agree to the following terms:

 

a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 [SPECIFY TIME HERE] after the publication, allowing the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.

 

b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.

 

c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).


d. They allow some kind of open dissemination. Authors can disseminate their articles in open access, but with specific conditions imposed by the editor that are related to:
     Version of the article that can be deposited in the repository:
           Pre-print: before being reviewed by pairs.
           Post-print: once reviewed by pairs, which can be:
                  The version of the author that has been accepted for publication.
                  The editor's version, that is, the article published in the magazine.
           At which point the article can be made accessible in an open manner: before it is published in the magazine, immediately afterwards or if a period of seizure is required, which can range from six months to several years.
      Where to leave open: on the author's personal web page, only departmental websites, the repository of the institution, the file of the research funding agency, among others.

Author Biographies

Flavio Santino Bizarrias, Universidade Nove de Julho

PhD in Business Administration at Universidade Nove de Julho, is also Master in Business Administration. Specialist in Marketing and Services Marketing. Has research interest in consumer behavior, dual attitudes and brands, as well as social factors influence on consumers. Currently is professor of higher education at Universidade Nove de Julho, at graduate and MBA courses. Worked as marketing analyst at national and multinational companies

Jussara Goulart da Silva, Universidade Federal de Uberlândia

PhD in Administration from the University of Nove de Julho (UNINOVE), Bachelor of Business Administration from the Educational Institute of Assis (IEDA), Specialist in Marketing Administration from the Euripides Soares da Rocha Foundation (UNIVEM) and Master of Business Administration from the Federal University of Paraná (UFPR) . She is currently an effective professor at the Federal University of Uberlândia (UFU) in the Administration course, working in the Marketing area

Marlette Cassia Oliveira Ferreira, Instituto Federal de Educação

PhD in Business Administration from UNINOVE and Interdisciplinary Master in Administration, Communication and Education. He holds a degree in Social Communication, a degree in Advertising and Publicity, a degree in General Administration and a degree in Pedagogy. He mainly works in the following subjects: marketing, consumer behavior, retail, emotion, crowding and coping.
Crossref
Scopus
Google Scholar
Europe PMC

References

BAGOZZI, R. P.; GOPINATH, M.; Nyer, P. U. (1999) The role of emotions in marketing. Journal of the Academy of Marketing Science, v. 27, n. 1, p. 184-206.

BAGOZZI, R.; GURHAN-CANLI, Z.; PRIESTER, J. (2002) The Social Psychology of Consumer Behaviour. McGraw-Hill Education (UK).

BEARDEN, W. O.; NETEMEYER, R. G.; TEEL, J. E. (1989) Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, v. 15, n. 4, p. 473-481.

BERRY, L. L.; PARASURAMAN, A. B. R. A. H. A. M. (1993) Building a new academic field—The case of services marketing. Journal of Retailing, v. 69, n. 1, p. 13-60.

BETTMAN, J. R.; LUCE, M. F.; PAYNE, J. W. (1998) Constructive consumer choice processes. Journal of Consumer Research, v. 25, n. 3, p. 187-217.

BETTMAN, J. R.; ZINS, M. A. (1977) Constructive processes in consumer choice. Journal of Consumer Research, v. 4, n. 2, p. 75-85.

BORAH, P.; XIAO, X. (2018) The Importance of ‘Likes’: The Interplay of Message Framing, Source, and Social Endorsement on Credibility Perceptions of Health Information on Facebook. Journal of Health Communication, v. 30, n. 1, p. 1-13.

BRAKUS, J. J.; SCHMITT, B. H.; ZARANTONELLO, L. (2009) Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, v. 73, n. 3, p. 52-68.

BÜLBÜL, C.; MENON, G. (2010) The power of emotional appeals in advertising. Influence of Concrete versus Abstract Affect on Time‐Dependent Decisions. Journal of Advertising Research, v. 50, n. 2, p. 169-180.

CHANG, C. (2008) Ad framing effects for consumption products: An affect priming process. Psychology & Marketing, v. 25, n. 1, p. 24-46.

CHONG, D.; DRUCKMAN, J. N. (2007) Framing theory. Annual Review of Political Science, n. 10, p. 103-126.

COATES, S. L.; BUTLER, L. T.; BERRY, D. C. (2006) Implicit memory and consumer choice: The mediating role of brand familiarity. Applied Cognitive Psychology, v. 20, n. 8, p. 1101-1116.

COHEN, J. B.; PHAM, M. T.; ANDRADE, E. B. (2008) The nature and role of affect in consumer behavior. In: HAUGTVEDT, C. P.; HERR, P. M.; KARDES, F. R. (Eds), Handbook of Consumer Psychology. New York, NY: Erlbaum. 297-348.

DAMASIO, A. (1994) Descartes’ Error: Emotion, reason, and the human brain. New York: Avon

DAVID, M. E.; BEARDEN, W. O. (2017) The role of interpersonal attachment styles in shaping consumer preferences for products shown in relational advertisements. Personality and Individual Differences, n. 109, p. 44-50

DE PELSMACKER, P.; GEUENS, M.; ANCKAERT, P. (2002) Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, v. 31, n. 2, p. 49-61.

DOWLING, G. R.; STAELIN, R. (1994) A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, v. 21, n. 1, p. 119-134.

ENGEL, J. F.; BLACKWELL, R. E.; MINARDI, P. W. (2005) Comportamento do Consumidor. São Paulo: Pioneira Thomson Learning.

FLORACK, A.; SCARABIS, M. (2006) How advertising claims affect brand preferences and category–brand associations: The role of regulatory fit. Psychology & Marketing, v. 23, n. 9, p. 741-755.

FOURNIER, S. (1998) Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, v. 24, n. 4, p. 343-373.

FETSCHERIN, M.; HEINRICH, D.(2015) Consumer brand relationships research: A bibliometric citation meta-analysis Journal of Business Research. V. 68, n. 2, p. 380-390.

FU, L.; YU, J.; NI, S.; LI, H.(2018) Reduced framing effect: Experience adjusts affective forecasting with losses. Journal of Experimental Social Psychology, v. 76, n. 1, p. 231-238.

GODINHO, C. A; UPDEGRAFF, J. A.; ALVAREZ, M. J.; LIMA, M. L. (2017) When Is Congruency Helpful? Interactive Effects of Frame, Motivational Orientation, and Perceived Message Quality on Fruit and Vegetable Consumption. Journal of Health Communication, v. 22, n. 1, p. 942-950.

GRANDEY, A. A.; GOLDBERG, L. S.; PUGH, S. D. (2011) Why and when do stores with satisfied employees have satisfied customers? The roles of responsiveness and store busyness. Journal of Service Research, v. 14, n. 4, p. 397-409.

GEUENS, M.; PHAM, M. T.; PELSMACKER, P. D. (2011) Product involvement vs. product motives as moderators of the effects of ad-evoked feelings: an analysis of consumer responses to 1,100 TV commercials. NA-Advances. Consumer Research, n. 38.

HAIR, J.; WILLIAM, B.; BABIN, B.; ANDERSON, R. E (2010) Multivariate Data Analysis. 7th Ed. Prentice Hall.

HAIR Jr., J. F.; HULT, T. M.; RINGLE, C. M.; SARSTEDT, M. (2014) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE.

HARRIS, P.; MURAWSKI, C. (2010) Unconscious Brand Reactions Influence Financial Decision-Making. Advances. Consumer Research, n. 37, p. 810-812.

HEATH, R. G.; NAIRN, A. C.; BOTTOMLEY, P. A. (2009) How emotive is creativity. Emotive content in TV adverising does not increase attention. Journal of Advertising Research, v. 49, n. 4, p. 450-463.

HENNIG-THURAU, T.; GROTH, M.; PAUL, M.; GREMLER, D. D. (2006) Are all smiles created equal? How emotional contagion and emotional labor affect service relationships. Journal of Marketing, v. 70, n. 3, p. 58-73.

HESS Jr, R. L.; GANESAN, S.; KLEIN, N. M. (2003) Service failure and recovery: the impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, v. 31, n. 2, p. 127-145.

HOYER, W. D.; BROWN, S. P. (1990) Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, v. 17, n. 2, p. 141-148.

HOLBROOK, M. B.; BATRA, R. (1987) Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, v. 14, n. 3, p. 404-420.

KAHNEMAN, D.; TVERSKY, A. (1979) Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, p. 263-291.

KELLER, K. L. (2002) Branding and brand equity. Handbook of Marketing, v. 151.

LEARY R. B.; VANN R. J.; GROZA M. P. (2016) Consumer Product Evaluation Updating: The Impact of Online and Interpersonal Social Influence on Evaluation Certainty. In: OBAL, M.; KREY, N.; BUSHARDT, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.

LURIE, N. H.; MASON, C. H. (2007) Visual representation: Implications for decision making. Journal of Marketing, v. 71, n. 1, p. 160-177.

MAGNINI, V. P.; FORD, J. B.; MARKOWSKI, E. P.; Honeycutt Jr, E. D. (2007) The service recovery paradox: justifiable theory or smoldering myth?. Journal of Services Marketing, v. 21, n. 3, p. 213-225.

MEYERS-LEVY, J.; MALAVIYA, P. (1999) Consumers' processing of persuasive advertisements: An integrative framework of persuasion theories. The Journal of Marketing, v. 63, n. 1, p. 45-60.

MELLERS, B. A.; MCGRAW, A. P. (2001) Anticipated emotions as guides to choice. Current Directions in Psychological Science, v. 10, n. 6, p. 210-214.

MOWEN, J. C.; MINOR, M. S. (1998) Consumer Behavior. 5th ed. Upper Saddle River: Prentice-hall.

NETEMEYER, R.D.; KRISHNAN, B.; PULLIG, C.; WANG, G.; YAGCI, M.; DEAN, D.; RICKS, J.; WIRTH, F. (2004) Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, n. 57, p. 209-24.

NIEDRICH, R. W.; SWAIN, S. D. (2003) The influence of pioneer status and experience order on consumer brand preference: A mediated-effects model. Journal of the Academy of Marketing Science, v. 31, n. 4, p. 468-480.

OLIVER, R. L. (1999) Whence consumer loyalty? The Journal of Marketing, v. 63, n. 1, p. 33-44.

PHAM, M. T. (1998) Representativeness, relevance, and the use of feelings in decision making. Journal of Consumer Research, v. 25, n. 2, p. 144-159.

RINGLE, C. M.; WENDE, S.; WILL, A. (2005) SmartPLS 2.0 (beta).

RUSSO, J. E.; CARLSON, K. (2006) Individual decision-making. Handbook of Marketing. Eds. Barton Weitz, Robin Wensley, London, UK; Sage Publications, 371-407.

SHEN, L.; KOLLAR, L. M. M. (2015)Testing Moderators of Message Framing Effect. A Motivational Approach.Communication Research, v. 42, n. 5, p. 626-648.

SIMON, H. A. (1957) Models of man; social and rational. New York: John Wiley and Sons.

SLOVIC, P., FINUCANE, M. L.; PETERS, E. MACGREGOR, D. G. (2006) The affect heuristic. The construction of preference. Ed: Sarah Linchestein, Paul Slovic, Cambridge University Press.

TENENHAUS, M.; VINZI, V. E.; CHATELIN, Y. M.; LAURO, C. (2005) PLS path modeling. Computational Statistics & Data Analysis, v. 48, n. 1, p. 159-205.

THOMAS, V.; WILLIAMS, A. (2013) The devil you know: The effect of brand recognition and product ratings on consumer choice. Judgment and Decision Making, v. 8, n. 1, p. 34-44.

TVERSKY, A. (1972) Elimination by aspects: A theory of choice. Psychological Review, v. 79, n. 4, p. 281-299.

TVERSKY, A.; KAHNEMAN, D. (1975) Judgment under uncertainty: Heuristics and biases. Utility, Probability, and Human Decision Making. Springer Netherlands, p. 141-162.

TVERSKY, A.; KAHNEMAN, D. (1985) The framing of decisions and the psychology of choice. Environmental Impact Assessment, Technology Assessment, and Risk Analysis. Springer Berlin Heidelberg, p. 107-129.

VAKRATSAS, D.; AMBLER, T. (1999) How advertising works: what do we really know?. The Journal of Marketing, p. 26-43.

VERWEIJ M.; SENIOR T. J.; DOMÍNGUEZ, D. J. F.; TURNER, R. (2015) Emotion, rationality, and decision-making: how to link affective and social neuroscience with social theory. Frontiers of Neuroscience, n. 9, p. 332

VIECELI, J.; SHAW, R. N. (2010) Brand salience for fast-moving consumer goods: an empirically based model. Journal of Marketing Management, v. 26, n. 13-14, p. 1218-1238.

WEGENER, D. T.; SAWICKI, V.; PETTY, R. (2009) Attitudes as a basis for brand relationships. Handbook of Brand Relationship. Ed: Deborah J. MacInnis, C.

PARK, W.; PRIESTER, J. R. Society of Consumer Psychology. London, UK

YIM, C. K.; CHAN, K. W.; LAM, S. S. (2012) Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy. Journal of Marketing, v. 76, n. 6, p. 121-140.

ZAJONC, R. B. (1980) Feeling and thinking: Preferences need no inferences. American Psychologist, v. 35, n. 2, p. 151.

ZAROLIA, P.; WEISBUCH, M.; MCRAE, K. (2017) Influence of indirect information on interpersonal trust despite direct information. Journal of Personality and Social Psychology, v. 112, n. 1, p. 39-57.

Similar Articles

1 2 > >> 

You may also start an advanced similarity search for this article.

فروشگاه اینترنتی