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What to expect after the honeymoon: evolutionary psychology of part-time franchising
Journal article   Peer reviewed

What to expect after the honeymoon: evolutionary psychology of part-time franchising

Park Thaichon, Scott Weaven, Sara Quach, Brent Baker and Lorelle Frazer
Journal of Strategic Marketing, Vol.28(8), pp.702-726
2020
DOI: https://doi.org/10.1080/0965254X.2019.1570315
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https://doi.org/10.1080/0965254X.2019.1570315View
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Abstract

evolutionary psychology theoretical part-time franchising small business
This study utilises an evolutionary psychology theoretical lens in investigating the motivational incentives governing part-time franchise adoption. Applying a qualitative approach with 26 interviews with part-time franchisees, the study reveals that males and females exhibit no difference in their cognitive abilities including business experience and business acumen. However, there are specific gender-based differences in male and female motivations and expected outcomes from their franchising business due to different areas of adaptive problems that were encountered. Men are more likely to perceive part-time franchising as a means of resource and status acquisition, while women are more likely to view it as a means of supplementary income generation whilst providing greater access to work-life flexibility. Based on the findings, we have developed a part-time franchising framework informed by an evolutionary theoretical lens. The results suggest that part-time franchising may offer an adjunct business growth model in many existing franchise systems.

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