Commitment to Change Model

This model consists of three developmental phases - Inform, Educate and Commit - and several progressive commitment stages in each phase.

"Each stage represented contains critical junctures where commitment to change can be threatened or advanced. For example, if you fail to build awareness of change, an individual or group may not support the change because of confusion regarding its purpose or intent. Similarly, if an effort is not made to generate a positive perception about the change, a negative perception will usually prevail resulting in reduced or no commitment to the change."

The three developmental phases are defined as follows:

Inform Phase: This phase forms the foundation for later development of support for the change. It prepares people for changing their behavior. It consists mainly of making people aware of change and why it is occurring.

Educate Phase: This phase marks a passage into an understanding of what the change means for them. This enables people to begin making decisions about whether to accept or reject the change. During this phase, the stakeholders begin to understand how the change will directly impact them and their routines; and, it will be necessary to present information about the change that promotes a positive perception.

Commit Phase: The change is implemented during this phase. Everything up to this point has been preparation for the change. During this phase the change is acted upon and becomes part of everyday life for the stakeholders.

The seven commitment stages are:

Contact: The earliest encounter an individual or group has with the fact change is taking place (e.g., an announcement or memo).

Awareness: The individual or group has a working knowledge of the change.

Understanding: The individual or group demonstrates comprehension of the nature and intent of the change (i.e., what will be expected of them).

Positive Perception: The individual or group develops a positive view and disposition toward the change.

Adoption: The change has been used long enough to demonstrate its worth and impact on the organisation or community.

Institutionalisation: The change has durability, and continuity, and has been formally incorporated into the routine operating procedures of the organisation or community.

Internalisation: Organisational members are highly committed to the change because it is congruent with their personal interest, goals or value system.