Reactions to Different Levels Journal of Management and Marketing Research 94 Reactions to Different Levels of Personalization of Feedback: Moderating Effect of Individualism

The performance appraisal system ranks among the most important human resource functions, yet relatively little attention has been focused on the way performance feedback is processed by people with different cultural orientations. This study explains how and to what extent the level of individual orientation will moderate the relationship between the level of personalization of the performance feedback and the reaction to the feedback. The study was conducted using 92 students who received personalized/depersonalized written feedback after a required class test and their reactions to this feedback were measured. Moderated hierarchical regression analysis was conducted to analyze the data