Abstract
Using the evaluation traits typically adopted by college instructors, this study investigates the dimensions of peer evaluation criteria used by college students in advertising management and campaigns courses and examines their effects on overall peer evaluation under the influence of three moderating self-related concepts: self-esteem, self-competence and goal orientations (i.e., learning goal orientation and performance goal orientation). The results, from Study 1 suggest Quality of Work and Team Spirit as two important factors for students’ evaluation of their peers. The moderating effects of self-related concepts from Study 2 indicate that students with high self-esteem and high self-competence use Quality of Work predominantly, while students with high learning goal orientation and performance goal orientation use both Quality of Work and Team Spirit for peer evaluations. Overall, the findings indicate that students use Quality of Work more strongly in evaluating their team peers, compared to Team Spirit.
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