New USF study: Rapid change makes leaders seem less authentic

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John Dudley
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Key takeaways:

• Slow and steady change builds credibility: Employees view gradual behavior changes as more genuine than rapid shifts, even when they’ve asked for those changes.
• Quick fixes can backfire: Leaders who alter their behavior too quickly risk being seen as insincere — especially when the change is difficult.
• Authenticity keeps communication open: When employees believe a leader’s growth is genuine, they’re more likely to keep sharing feedback and speaking up.

TAMPA, Fla. (Oct. 7, 2025) – When it comes to giving feedback, especially to bosses, employees want their voices heard. Some crave more coaching. Others seek a better leader-team connection. Still others pine for managers who inspire, while practicing patience.

But leaders shouldn’t rush to change their behaviors too fast, according to new research from the University of South Florida. If change happens too quickly, skepticism may arise, and employees are likely to believe it’s too good to be true.

Published in the Academy of Management Journal, the authors found that employees see quick change in response to feedback as less authentic than gradual change.

“For leaders, sometimes it’s not enough to just change. We have to consider how it might also be perceived, and people believe that true change takes time,” said lead author Danbee Chon, assistant professor of management in the Muma College of Business.

The results are from three studies in which Chon and co-authors Ovul Sezer of Cornell University and Francis J. Flynn of Stanford University examined how leaders respond to employee concerns. The first study surveyed 205 doctoral students from research universities. The other studies sampled over 2,000 employees using leadership action plans written by real executives in response to 360-degree feedback.

Conventional wisdom suggests managers should make swift changes in response to feedback, to show employees that their concerns have been taken seriously. But surprisingly, the opposite seems to hold true.

The study’s findings showed:

• Leaders who jump too fast to change their behaviors are seen as less authentic, even when employees ask for those changes.
• Employees viewed managers who make swift changes as less sincere, while a slower, gradual rate rings true.
• The “authenticity penalty” is especially strong when the change is difficult.
• Genuine change is what keeps employees speaking up.

Chon noted that the study’s conclusions relate to voluntary feedback concerning a leader’s behavior. The authors believe that changes in response to feedback related to other concerns, such as routine business operations, may yield different results, because such changes may not require “changes in the leader’s core sense of self.”

Chon said they do not recommend leaders always take a slow approach to a change in behavior. Instead, consider the trade-offs when deciding which approach makes the most sense.

“When change is easy, leaders who change rapidly may be viewed as less authentic, but more responsive — enabling employees to feel seen and heard,” she said. “Authenticity is one — important, but nevertheless, one — facet of leader evaluations.”

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About the University of South Florida

The University of South Florida is a top-ranked research university serving approximately 50,000 students from across the globe at campuses in Tampa, St. Petersburg, Sarasota-Manatee and USF Health. In 2025, U.S. News & World Report recognized USF with its highest overall ranking in university history, as a top 50 public university for the seventh consecutive year and as one of the top 15 best values among all public universities in the nation. U.S. News also ranks the USF Health Morsani College of Medicine as the No. 1 medical school in Florida and in the highest tier nationwide. USF is a member of the Association of American Universities (AAU), a group that includes only the top 3% of universities in the U.S. With an all-time high of $738 million in research funding in 2024 and as a top 20 public university for producing U.S. patents, USF uses innovation to transform lives and shape a better future. The university generates an annual economic impact of more than $6 billion. USF’s Division I athletics teams compete in the American Conference. Learn more at www.usf.edu.