Can holding a stick improve listening at work? The effect of Listening Circles on employees’ emotions and cognitions

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.

Listening is widely recognized as essential to human interaction, yet research on it remains conceptually fragmented and theoretically inconsistent. Although extensive evidence shows that good listening benefits emotional, cognitive, motivational, and relational outcomes, the field lacks consensus about what listening is, how it should be defined, and under what conditions it helps or hinders interaction. This article synthesizes these tensions by identifying 10 core “listening puzzles” that reveal contradictions in existing theories and findings: (1) what constitutes good listening and its dimensions such as empathy and non‐judgment; (2) the paradox of distraction and invisible inattention; (3) the relationship between listening and agreement; (4) when listening requires follow‐up action; (5) the benefits and risks of silence; (6) asymmetries between speakers' and listeners' perceptions; (7) the dual role of question‐asking; (8) the role of paraphrasing in demonstrating active engagement and non‐judgmentalness; (9) the balance between speaking and listening; and (10) the link between listening and personality. Together, these puzzles demonstrate that listening is neither a fixed skill nor a uniformly positive behavior, but a context‐dependent, relational process shaped by perception, goals, and situational norms. By mapping these puzzles, the article provides a foundation for a more integrated and nuanced understanding of how listening operates across interpersonal and social contexts.