Evaluative Feedback: Perspectives on Media Effects

Computer-mediated communication (CMC) makes it possible to deliver evaluative feedback, an essential component of learning, over distance. This article presents a theoretical model of the CMC-based evaluative feedback process from the perspective of both senders and receivers of feedback. Hypotheses suggested by the model were tested in a quasi-laboratory experiment with part-time MBA students comparing email with voicemail. Within matched-pair dyads, email senders, but not voicemail senders, viewed their negative feedback as being significantly more negative than did their receivers. Voicemail senders, but not email senders, reported significantly lower comfort levels than did their receivers. No feedback effectiveness differences were found between media conditions, although determinants of feedback effectiveness differed significantly depending on the medium. These results are generally consistent with the theoretical model.