"People don't care how much you know until they know how much you care": New research on how evaluation audience members respond to negative findings

Under what conditions are evaluation audience members most receptive to negative evaluation findings? Two studies examined the role of shared group membership, participatory approach, and results direction on audience reactions to evaluation findings. Study 1 employed an experimental design with a crowdsourced sample representing the perspective of broader community members indirectly impacted by a program (e.g., taxpayers). Study 2 employed a correlational design with an applied sample representing the primary users of an evaluation (i.e., recipients of U.S. Department of Education Title III and Title V funds). Findings suggest that demonstrating constructive intentions is key to successfully communicating negative evaluation results. There is evidence that a positive relationship between evaluator and primary user facilitates acceptance of negative findings, especially when users perceive themselves and the evaluator as having shared group membership defined by shared goals. Considerations for promoting acceptance of negative results in your own evaluation practice are offered.