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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 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.
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