Exploring the relative efficacy of ‘within-logic contrasting’ and ‘cross-logic analogizing’ framing tactics for adopting new entrepreneurial practices in contexts of poverty

Entrepreneurship education and training targeting individuals living within impoverished regions has proliferated. However, empirical results suggest recipients are failing to adopt the newly prescribed practices, particularly the practice of experimenting with product, process, and marketing innovations. Research on institutional logics suggests the way practices are framed plays an important role in adoption. In a field experiment involving 683 entrepreneurs within rural Sri Lanka, we compared the effectiveness of two framing tactics: within-logic contrasting, and cross-logic analogizing. We find that cross-logic analogizing is more effective, and suggest our findings likely extend to other contexts where logics are highly institutionalized.