Spreading the word: the microfoundations of institutional persuasion and conversion
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Tracey, P. (2016). Spreading the word: the microfoundations of institutional persuasion and conversion. Organization Science, 27 (4), 989-1009. https://doi.org/10.1287/orsc.2016.1061
I examine the micro-level processes involved when members of an organization seek to persuade others to internalize a new institutional logic. To do so I conduct a qualitative study of the Alpha course, an evangelizing movement designed to convert agnostics to a particular – and contested – interpretation of Christianity. My analysis suggests that the process of persuading actors to adopt a new logic entails four distinct kinds of micro-institutional work and illustrates the dynamics underpinning each of them. It also delineates three discrete paths that targeted actors may follow in response to persuasive attempts. I contribute to organization theory by building a framework that conceptualizes the microfoundations of institutional persuasion and conversion. The framework illustrates the two-way nature of institutional communication and highlights the potential of emotion and ritual performance to connect actors with – and alienate actors from – institutional logics.
External DOI: https://doi.org/10.1287/orsc.2016.1061
This record's URL: https://www.repository.cam.ac.uk/handle/1810/254998