The Prosci ADKAR Model represents five tangible and concrete outcomes that people need to achieve for lasting change: Awareness, Desire, Knowledge, Ability, and Reinforcement. This study aims to bring elements of the ADKAR Change Management Model to the political marketing of democratic governments. It was hypothesized that each element of ADKAR has a positive relationship with the U.S. government’s change performance. Data collected from 110 U.S. citizens, aged 18 or over; a correlation analysis was used. According to the findings of the study, Awareness, Knowledge, and Reinforcement are statistically significant factors and have a strong positive effect on a government’s change performance. Not only in theory, but in practice also, these determinants (Awareness, Knowledge, and Reinforcement) encourage political change and open communication between a government and its people. The influence of each determinant on a government’s management can either support or inhibit change depending on how the government influences its people’s behavior. The paper provides the main conclusions and implications thereof, based on the main findings for the study. Recommendations for future research are also provided.
US Government, ADKAR, Awareness, Knowledge, Reinforcement, Political Change Performance
Paper Presentation in a Themed Session
Adjunct Assistant Professor, Marketing, The City University of New York, United States
Nicos Antoniades (B.A., M.A., D.B.A.) is a Greek-Cypriot refugee (Famagusta-Cyprus) living in NYC. He is a Professor of Marketing and acted as adviser to several politicians and organizations in Cyprus and abroad. He worked as a lecturer and students’ adviser in UK Universities (Cyprus Campuses). Nicos is the author of one book, three eBooks, and several academic papers in Political Marketing. In 2015, he developed AMPCOPE Political Test (Antoniades Measuring Political Competitiveness & Performance), an online tool that measures political competitiveness and performance. AMPCOPE is registered with the U.S. Copyright Office and was nominated for the AMA Marketing Awards.
PhD Candidate, University of Southern California (USC), United States