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.

针对贫困地区个体的创业教育培训不断涌现。然而，实证结果表明，接受者未能采用新规定的做法，特别是尝试产品、流程和营销创新的做法。对制度逻辑的研究表明，实践的构建方式在采用中发挥着重要作用。在一项涉及斯里兰卡农村地区 683 名企业家的实地实验中，我们比较了两种框架策略的有效性：逻辑内对比和跨逻辑类比。我们发现跨逻辑类比更有效，并表明我们的发现可能会扩展到逻辑高度制度化的其他环境。