Which change management concept involves reinforcing changed behavior to prevent regression, such as altering incentives?

• A. Refreezing
• B. Unfreezing
• C. Gamification
• D. Case Study Method

Answer: (A)

Reinforcing changed behavior to prevent regression is about solidifying the new state so it sticks. In Lewin’s model of change, after preparing people and implementing the change, the next phase stabilizes the new ways, making them the default. This step, often called refreezing, cements new habits, routines, and norms by embedding them in daily work and organizational systems. Altering incentives is a practical way to support this stabilization—linking rewards, recognition, or performance measures to the new behavior helps ensure it endures beyond initial adoption. The other options don’t capture this sustaining aspect: unfreezing is about creating readiness for change, not keeping it in place; gamification is a motivation technique, not the formal concept of making change permanent; and the case study method is a learning/analysis approach, not a change-management phase.