The Effects of Opinion Leaders and Change Messages on Organization Member Change Attitudes
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The extent to which three change introduction strategies (i.e., opinion leadership, edict, and change message) influenced readiness for change were tested at four locations as part of a quasi-field experiment with three groups receiving an enriched change message and one control group. Readiness was measured before and after change implementation where it was hypothesized that change readiness would be most improved within the groups that heard the most persuasive and rich change messages. These hypotheses were not supported and data indicated that the differing treatments were never received ...
The extent to which three change introduction strategies (i.e., opinion leadership, edict, and change message) influenced readiness for change were tested at four locations as part of a quasi-field experiment with three groups receiving an enriched change message and one control group. Readiness was measured before and after change implementation where it was hypothesized that change readiness would be most improved within the groups that heard the most persuasive and rich change messages. These hypotheses were not supported and data indicated that the differing treatments were never received by the majority of the change recipients, rendering the results of the experiment questionable. Despite this, the findings provide a solid, theoretically grounded framework that can guide future projects. This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact, and remains as true to the original work as possible. Therefore, you will see the original copyright references, library stamps (as most of these works have been housed in our most important libraries around the world), and other notations in the work. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. As a reproduction of a historical artifact, this work may contain missing or blurred pages, poor pictures, errant marks, etc. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
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