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

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