Copyright © 2010 Prentice Hall TOPIC 11 COMPARISON OF CHANGE THEORIES Lewin’s Three-Step Change Theory Lippitt’s Phases of Change Theory Prochaska and DiClemente’s Change Theory Social Cognitive Theory Theory of Reasoned Action and Planned Behavior Copyright © 2010 Prentice Hall

“Comparison of Change Theories” Discussion On Paper “Comparison of Change Theories” Lewin’s Three-Step Change Theory Lippitt’s Phases of Change Theory Prochaska and DiClemente’s Change Theory Social Cognitive Theory Theory of Reasoned Action and Planned Behavior “ Copyright © 2010 Prentice Hall

Kurt Lewin (1951) Lewin’s Three-Step Change Theories This theory views Human Behavior as a dynamic balance of forces working in opposite directions. Driving forces facilitate change Restraining forces hinder change Both changes must be analyzed, and tried to shift the balance towards the direction of planned change. Copyright © 2010 Prentice Hall

3 – Major Steps The First Step: Unfreezing the existing situation Using 3 sub-steps (a) Increase the driving forces (b) Decrease the restraining forces (c) Find a combination of above two methods Important activities should be (i) Motivate participants for change (ii) Build trust and recognition for need to change (iii) Actively participate in recognizing problems and brainstorming solutions within a group Copyright © 2010 Prentice Hall

3 – Major Steps The Second Step: Moving Using 3 sub-steps Persuading employees to agree that status quo is harmful (b) Persuading them to work together for a quest for new and relevant solution (c) Connecting the views of the group to well-respected, and powerful Leaders who also support the change Copyright © 2010 Prentice Hall

3 – Major Steps The Third Step: Refreezing This step needs to take place after the change has been implemented In order for it to be sustained or stick over time (b) It is the actual integration of new values in to the community values and traditions (c) It is to reinforce new patterns and institutionalize them through formal and informal mechanisms Including policies and procedures Copyright © 2010 Prentice Hall

Lippitt’s ‘Phases of Change’ Theory Lippitt, Watson and Westley (1958) It is an extension of Lewin’s 3-steps to a 7-steps or phases of change This theory focuses more on the role and responsibilities of change agent than on the evolution of change itself Copyright © 2010 Prentice Hall

Lippitt’s ‘Phases of Change’ Theory 7-steps/phases are: Diagnose the problem (2) Assess the motivation and capacity for change (3) Assess the resources and motivation of the change agent (including the change agent’s commitment to change, power and stamina) (4) Choose progressive change objects (Here action plans are developed and strategies established) Copyright © 2010 Prentice Hall

Lippitt’s ‘Phases of Change’ Theory 7-steps/phases are: Continues…….. (5) The role of change agent should be elected and clearly understood by all parties. Examples of roles are: cheerleader, facilitator, and expert (6) Maintain the change. Communication, feedback, and group coordination are essential elements in this step (7) Gradually terminate from the helping relationship. The change agent should gradually withdraw from their role over time. This will occur when the change becomes part of organizational culture. Copyright © 2010 Prentice Hall

Change Theory Prochaska and DiClemente’s These stages are: According to this theory, People pass through a series of stages when change occurs. These stages are: Precontemplation (Pre-thought) Contemplation Preparation action Maintenance Copyright © 2010 Prentice Hall

Prochaska and DiClemente’s Change Theory Progression through these stages (Precontemptation, Contemptation, Preparation, Action & Maintenance) is cyclical, not linear Initially many people relapse on their change efforts and cannot successfully maintain their gain the first time Copyright © 2010 Prentice Hall

Prochaska and DiClemente’s Change Theory Precontemplation stage exists when an individual is unaware or fails to acknowledge the problems without engaging in any change process activities Contemplation exists when individual raises consciousness of the issue. They are thinking about changing their behavior, but they are not ready to commit to the change process yet Copyright © 2010 Prentice Hall

Prochaska and DiClemente’s Change Theory Preparation stage occurs when individual is ready to change their behavior and plans to do so The action stage follows shortly thereafter; it is characterized by an increase in coping with behavioral change and individual begins to engage in change activities Finally, maintenance stage starts wherein actions to reinforce the change are taken coupled with establishing the new behavioral change to the individual’s lifestyle and norms. Counseling to avoid relapses is necessary to ensure a successful long-term change Copyright © 2010 Prentice Hall

Change Theory Prochaska and DiClemente’s It is a spiral model; individuals have the ability to exit at any time The spiral pattern of the model suggests that many individuals learn from their relapses instead of circling around the issue Copyright © 2010 Prentice Hall

Social Cognitive Theory Social learning theory, which later renamed social cognitive theory, proposes that behavior change is affected by: Environmental influences Personal factors & Attributes of behavior itself When implementing employee-learning programs, there are four processes that should be exercised: Attentional processes Retention processes Motor reproduction processes Reinforcement processes Copyright © 2010 Prentice Hall

Social Cognitive Theory Attentional processes (which captures attention to its details/something they care about) Retention processes (degree to which an individual can remember/retain in mind) Motor reproduction processes (easy conversion of seeing/ observation into doing) Reinforcement processes (through greater attention, better rewards, admiration, and respect) Copyright © 2010 Prentice Hall

The Theory of Reasoned Action and Planned Behavior The reason behind an action or behavior is determined by a person’s intention to perform that behavior Two major factors that shape an individual attention The individual’s attitude towards the desired behavior must be positive 2. The influence of the person’s social environment shapes the individual attention Copyright © 2010 Prentice Hall

The Theory of Reasoned Action and Planned Behavior The Theory of Planned Behavior: This includes the concept of perceived control over the opportunities, resources and skills necessary to perform the desired behavior Copyright © 2010 Prentice Hall

ASSIGNMENT 9 Read article on "ADKAR"- a model for change management And Write a one-page article of your own on special features of ADKAR model Copyright © 2010 Prentice Hall

MORE MATERIAL ON AFOREMENTIONED THEORIES SOME MORE MATERIAL ON AFOREMENTIONED THEORIES Copyright © 2010 Prentice Hall

Comparison of Change Theories Lewin’s Three-Step Change Theory Unfreezing: a. increase the driving forces that direct behavior away from the existing situation or status quo. b. decrease the restraining forces that negatively affect movement from the existing equilibrium. c. find a combination of the two methods listed above. Movement a. persuading employees to agree that the status quo is not beneficial to them and encouraging them to view the problem from a fresh perspective, b. work together on a quest for new, relevant information, c. connect the views of the group to well-respected, powerful leaders that also support the change Refreezing: This step needs to take place after the change has been implemented in order for it to be sustained or “stick” over time. It is the actual integration of the new values into the community values and traditions. One action that can be used to implement Lewin’s third step is to reinforce new patterns and institutionalize them through formal and informal mechanisms including policies and procedures Copyright © 2010 Prentice Hall

Lippitt’s Phases of Change Theory (A seven-step theory that focuses more on the role and responsibility of the change agent than on the evolution of the change itself. Information is continuously exchanged throughout the process) The seven steps are: 1. Diagnose the problem. 2. Assess the motivation and capacity for change. 3. Assess the resources and motivation of the change agent. (This includes the change agent’s commitment to change, power, and stamina) 4. Choose progressive change objects. In this step, action plans are developed and strategies are established. 5. The role of the change agents should be selected and clearly understood by all parties so that expectations are clear. Examples of roles are: cheerleader, facilitator, and expert. 6. Maintain the change through communication, feedback, and group coordination. 7. Gradually terminate from the helping relationship. The change agent should gradually withdraw from their role over time. Copyright © 2010 Prentice Hall

Prochaska and DiClemente’s Change Theory (Based on a theory of Health Behavior) People pass through a series of stages when change occurs. The 5-stages are: Precontempation (one is unaware or fails to identify the problem), Contemplation (attention/concentration), Preparation (one is ready to change the behavior and plans to do so), Action (individual begins to engage in change activities), and v. Maintenance (actions to reinforce the change coupled with establishing the new behaviors to the individual’s lifestyle and norms. Counseling to avoid relapses is necessary). Progression through the stages is cyclical, not linear. Copyright © 2010 Prentice Hall

Social Cognitive Theory This theory emphasizes 4-processes (for employees’s training): Attentional processes: (individuals are more easily influenced when the model is neat, attractive, compelling, attention grabbing, and relates to something they care about). ii. Retention processes: (take into account the degree of which an individual can remember the model and its characteristics) iii. Motor reproduction process (illustrates an individual converting seeing/ observation into doing. iv. Reinforcement processes: (are used when an individual changes behavior due to rewards and positive incentives. Copyright © 2010 Prentice Hall

Theory of Reasoned Action and Planned Behavior The theory of reasoned action states that “individual performance of a given behavior is primarily determined by a person's intention to perform that behavior”. Two Factors (that shape the individual’s attention) First, the individual’s attitude towards the desired behavior must be positive for change to occur. Second, the influence of the person's social environment, including the beliefs of their peers. 2. The theory of planned behavior includes the concept of perceived control over the opportunities, resources, and skills necessary to perform the desired behavior. Copyright © 2010 Prentice Hall