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ERIC Number: ED310145
Record Type: Non-Journal
Publication Date: 1989-Jan
Pages: 28
Abstractor: N/A
Reference Count: N/A
The Effect of Persuasion on the Utilization of Program Evaluation Information: A Preliminary Study.
Eason, Sandra H.; Thompson, Bruce
The utilization of program evaluation may be made more effective by means of the application of contemporary persuasion theory. The Elaboration Likelihood Model--a model of cognitive processing, ability, and motivation--was used in this study to test the persuasive effects of source credibility and involvement on message acceptance of evaluation reports. The study used a two-by-two design to investigate the effects of the two independent variables of ascribed credibility and participant issue involvement. Subjects were 63 graduate students in four education classes. A simulated report describing a 5-year pilot study of a career options program supposedly implemented in seven school districts in a southern state was reviewed by the subjects. A cover letter contained the experimental manipulation, incorporating the variables of source credibility and issue involvement. An 11-point Likert scale was used to assess the effectiveness of the manipulation of source credibility and issue involvement. Results indicate that the credibility of an evaluator is an important aspect that educators attend to when reading evaluation reports. The study provided preliminary analysis for judging the psychometric soundness of items used in a subsequent investigation utilizing high-level administrators and certified program evaluators as subjects. A 34-item list of references is included. (TJH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A