What is the basic argument for the use of rational-empirical change strategies?

Question

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The change agent using this set of strategies assumes that resistance to change comes from a lack of knowledge and that humans are rational beings who will change when given factual information documenting the need for change. Normative-reeducative strategies use group norms and peer pressure to socialize and influence people so that change will occur. Power-coercive strategies, features the application of power by legitimate authority, economic sanctions or rewards, or political clout of the change agent.

What Is the Basic Argument for the Use of Rational-Empirical