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

Flávio Santino Bizarrias, Jussara Goulart da Silva, Marlette Cassia Oliveira Ferreira

• 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.