Advancing Primed Goal Research in Organizational Behavior

We examined how the experience of high-quality listening (attentive, empathic, and nonjudgmental) impacts speakers’ basic psychological needs and state self-esteem when discussing the difficult topic of a prejudiced attitude. Specifically, we hypothesized that when speakers discuss a prejudiced attitude with high-quality listeners, they experience higher autonomy, relatedness, and self-esteem than speakers who share their prejudiced attitudes while experiencing moderate listening. We predicted that autonomy needs satisfaction would mediate the effect of listening on speakers’ self-esteem even when relatedness, a well-documented predictor of self-esteem, is controlled for in mediation models. Two experiments that manipulated listening through in-person interactions with high-quality or moderate listeners supported these hypotheses. Theoretical and practical implications are discussed, with a focus on the role of experiencing high-quality listening for speakers’ state self-esteem during difficult conversations.

Consumers’ decisions are intricately interwoven with their conversations. Whether it is an animated discussion with a trusted friend extolling the virtues of a newly acquired car (i.e., Word-of-Mouth), an engaging dialogue with a salesperson, or a clarifying call to a help center seeking guidance on a just-purchased smartwatch, every exchange hinges on a pivotal factor: the quality of listening. Listening quality shapes perceptions, affects social influence, drives behavioral intentions, and, ultimately, determines purchase and post-purchase outcomes. Yet, despite its importance to these consumer behavior outcomes, listening has received scant attention in consumer psychology. In this paper, we review the effects of listening on consumer behavior-relevant outcomes and unpack the components of quality listening to reveal their independent mechanisms. We also point to new frontiers in listening research beyond the in-person, dyadic interactions that have been the primary focus of listening research to date. By doing this, we elucidate how listening and consumer behavior are connected and encourage more research on listening in consumer psychology.