Medium of Presentation: Does It Make a Difference in the Reception of Evaluation Information?

Abstract

Several simulation studies have been conducted in recent years that investigate the relationship between evaluation information and utilization. These investigations have typically been conducted within the context of a communication theory paradigm: “Who says what, how, to whom, with what effects?” The “who” (the evaluator), the “what” (evaluation information), and the “whom” (audience) have all been explored in various degrees with respect to their relationship with “what effects” (utilization/reception). The “how” (medium of presentation), however, has generally been ignored. This study was conducted to investigate this aspect of the paradigm.