Framing Decisions to Communicate Change (Survey‪)‬

INTRODUCTION When an organization is undergoing change, the manner in which change decisions are communicated determines the nature of the perceived risks involved in the change process and the extent of resistance to change. To illustrate the importance of communication in managing change, this paper draws upon the literature on risk preference and preference reversal for individuals facing uncertain decisions. Based upon the manner in which a change decision is communicated or framed individuals will alter their resistance to change alternatives. Framing occurs when the context or presentation of a decision creates a climate that influences the decision. In general, the issue of framing occurs when decision-makers evaluate a proposition on the context in which the outcome is presented, not just on the underlying outcomes (Parker and Spears, 1999).