Explain the significance of performance feedback in performance management.

Answers will vary. Performance feedback plays an important role in both behavior modification and goal setting, and it is also seen as a useful tool in its own right for performance management. But many managers do a poor job in this area, in part because they do not understand how to provide feedback properly and in part because they do not enjoy it. Almost by definition, performance appraisal in many organizations tends to focus on negatives; as a result, managers may have a tendency to avoid giving feedback because they know an employee who hears negative feedback may be angry, hurt, discouraged, or argumentative. But clearly, if employees are not told about their shortcomings, they have no reason to try to improve and have no guidance concerning how to improve. Therefore, it is critical that a rater provide feedback, so he or she must understand how it might be done more effectively.