Listen to this: Why consumer behavior researchers should care about listening

Social psychologists have a longstanding interest in the mechanisms responsible for the beneficial effects of positive social connections. This article reviews and integrates two emerging but to this point disparate lines of work that focus on these mechanisms: high-quality listening and perceived partner responsiveness. We also review research investigating the downstream consequences of high-quality listening and perceived partner responsiveness: the how and why of understanding the process by which these downstream benefits are obtained. High-quality listening and perceived partner responsiveness, though not isomorphic, are related constructs in that they both incorporate several key interpersonal processes, such as understanding, positive regard, and expressions of caring for another person. We develop a theoretical model for representing how listening embodies one form of interactive behavior that can promote (or hinder) perceived partner responsiveness and its downstream affective, cognitive, and behavioral effects. Finally, we discuss our model’s implications for various social-psychological domains, such as social cognition, self-evaluation, constructive disagreements, and interpersonal relationships.

Disagreements can polarize attitudes when they evoke defensiveness from the conversation partners. When a speaker talks, listeners often think about ways to counterargue. This process often fails to depolarize attitudes and might even backfire (i.e., the Boomerang effect). However, what happens in disagreements if one conversation partner genuinely listens to the other’s perspective? We hypothesized that when conversation partners convey high-quality listening—characterized by attention, understanding, and positive intentions—speakers will feel more socially comfortable and connected to them (i.e., positivity resonance) and reflect on their attitudes in a less defensive manner (i.e., have self-insight). We further hypothesized that this process reduces perceived polarization (perceived attitude change, perceived attitude similarity with the listener) and actual polarization (reduced attitude extremity). Four experiments manipulated poor, moderate, and high-quality listening using a video vignette (Study 1) and live interactions (Studies 2–4). The results consistently supported the research hypotheses and a serial mediation model in which listening influences depolarization through positivity resonance and nondefensive self-reflection. Most of the effects of the listening manipulation on perceived and actual depolarization generalized across indicators of attitude strength, specifically attitude certainty and attitude morality. These findings suggest that high-quality listening can be a valuable tool for bridging attitudinal and ideological divides.