In Need of an Attitude Adjustment? The Role of Data Visualization in Attitude Change and Evaluation Influence

Dados Bibliográficos

ID12471237
AutoresSarah Mason (0000-0002-3235-8432, Claremont Graduate University, autor correspondente), Tarek Azzam (0000-0003-3864-0217, Claremont Graduate University)
Ano2018
Volume40
Fascículo2
Páginas249-267
Data de publicação2018-07-03
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoAmerican Journal of Evaluation (JOURNAL)
Identificadores do periódicoISSN: 1098-2140 • E-ISSN: 1557-0878
EditoraSAGE Publishing (PUBLISHER • US)
DOI10.1177/1098214018778808
OpenAlexW2810173332
IdiomaEN
Citações recebidas5
Referências citadas35

The connection between evaluation practice and its ultimate goal—social betterment—is indirect. With little or no direct control over social programs and policies, many evaluators rely on the actions of stakeholders to bridge the gap between evaluation practice and its purpose. Consequently, communicating with influence becomes key. The present empirical study tested the influence of evaluation findings on reader attitudes. It also extended current research on communication in evaluation by empirically testing whether visual data displays are related to evaluation influence. Findings suggested evaluators can shape reader attitudes through evaluation reports; however, readers responded differently based on the report’s consistency with their initial attitudes. Additionally, evaluators should be cautious about overestimating the effects of data visualization on readers’ attitudinal responses. Overall, findings provided a rationale for continued use of, and further research into, tailored evaluation reports

Attitude change · Bridge (graph theory · Consistency (knowledge bases · Control (management · Data mining · Empirical research · Visualization · Applied Psychology · Computer Science · Data Visualization and Analytics · Psychology · Public Policy and Administration Research · Social Psychology · Species Distribution and Climate Change