Applying cognitive processes to franchisees: The use of entrepreneurial measures to study franchisee response to constraints

"Business Format Franchising is thought to be successful because of the application of a formulaic approach prescribed by the franchisor. The relationship between franchisor and franchisee is based on the uniformity built into the contractual relationship and operations manual. Despite the pressure to conform, franchisee outcomes still vary even within a system. This study examines the interaction between franchisor control and franchisee personality as a predictor of franchisee outcomes. Franchisee cognitive traits are combined with an environmental variable allowing the research to investigate both personality and context. Data are collected from franchisees in five systems exhibiting different levels of control. Models are tested for the influence of cognitive processes on franchisees' outcomes."