Edgar H Schein

Change must be distinguished from “new learning” in that it implies some unlearning that is intrinsically difficult and often painful. Motivation to change does not arise until the change target feels secure enough to accept the disconfirming data. The change target feels “psychologically safe” if he or she can accept a new attitude or value without complete loss of self.

Once the individual feels safe, he or she can accept new information either through identification with others or by scanning the environment for new solutions. The more ambiguous the situation, the more the individual will rely on the judgments of others. New concepts and standards will not survive unless they are socially and personally reinforced.

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