Research in Australia, New Zealand and the United States has consistently demonstrated physical changes in people based on what they've been told.Studies report people Down Under and in Canada who are told wind turbines cause health problems actually experience health problems. Similarly, in a 2007 study, Harvard researchers told some female hotel employees that their usual duties met the U.S. Surgeon General's recommendations for an exercise regimen. Four weeks later, the researchers found improvements in blood pressure, body mass index and other health indices among the informed group compared to a control group of attendants who hadn't been so informed. What this suggests is the conversations around your change initiative will have a direct effect on how people experience the change. Gossip and scaremongering will cause bad reactions; positive news creates positive experiences.
Via David Hain