cameron and green making-sense-of-change-management

Individual changeUsing the notion of rewards and punishments, four possible situationsarise when you want to encourage a specific behaviour, as demonstratedin Table 1.1.Table 1.1Rewards and punishmentsActions Positive NegativeAddition Positive reinforcement PunishmentPleasurable and increases Unpleasant (for example, anprobability of repeat ‘good’ electric shock) leading tobehaviourdecrease in repeat ‘bad’behaviourSubtraction Extinction Negative reinforcementRemoval of an unpleasant Removal of a pleasant stimulusstimulus increases the decreases the likelihood oflikelihood of repeat ‘good’ repeat ‘bad’ behaviourbehaviourSTOP AND THINK!Q 1.2What rewards and what punishments operate in your organization?How effective are they in bringing about change?So in what ways may behaviourism help us with individuals goingthrough change? In any project of planned behaviour change a numberof steps will be required:• Step 1: The identification of the behaviours that impact performance.• Step 2: The measurement of those behaviours. How much are thesebehaviours currently in use?• Step 3: A functional analysis of the behaviours – that is, the identificationof the component parts that make up each behaviour.• Step 4: The generation of a strategy of intervention – what rewardsand punishments should be linked to the behaviours that impactperformance.• Step 5: An evaluation of the effectiveness of the intervention strategy.21