Education is crucial for sustainable development, yet educational attainment is excessively low in the tropics among the Bottom of the Pyramid (BoP) sector contributing to constant poverty and underdevelopment. This research strives to undercover how different types of framing in education campaigns can impact campaign attitude on education across financial deprivation levels within BoP consumers. Particularly, we investigate when a desirability framing vs. a feasibility framing of obtaining education can be more effective based on financial deprivation levels. A study conducted on actual BoP consumers in the tropical Eastern Indian state of West Bengal demonstrate that liking for the desirability framed campaign compared to the feasibility framed campaign is higher as financial deprivation levels increase, whereas liking for the feasibility framed campaign compared to the desirability framed campaign is higher as financial deprivation levels decrease. We utilize construal level theory to enhance our understanding of this effect through the differences in psychological distances towards education across financial deprivation levels. This research provides substantial implications to policymakers, educators, and industry stakeholders by suggesting which type of education campaign framing can result in higher preference across financial deprivation levels within the BoP segment. © 2022 selection and editorial matter, Jacob Wood, Taha Chaiechi and K Thirumaran; individual chapters, the contributors.
KIM, Y., MUKHERJEE, M. et GUPTA, R. (2022). A bottom of pyramid perspective on quality education in the tropics. Dans: Jacob Wood, Taha Chaiechi, K Thirumaran eds. Business, Industry, and Trade in the Tropics. 1st ed. Oxon & New York: Routledge, pp. 53-67.