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

Can perceived responsiveness, the extent to which an individual feels understood, validated, and cared for by close others, reduce prejudiced attitudes? We hypothesized that perceived responsiveness by meaningful other people would increase recipients’ intellectual humility and attitude ambivalence and that these changes would reduce prejudice. Five studies (total N = 3362), four of which were preregistered, manipulated perceived responsiveness by a specific person (Studies 1–3, 5) or measured the effects of perceived responsiveness by the closest social network of the recipient (Study 4). All studies supported the hypotheses. Specifically, Studies 1 and 2 found that perceived responsiveness increased intellectual humility and attitude ambivalence and reduced prejudice toward a group from a pre-determined list. Study 3 replicated these findings when participants freely chose the social group. In Study 4, perceived responsiveness from individuals’ closest social networks predicted the dependent variables a few days afterward, controlling for positive and negative affect and social desirability. Finally, in Study 5, we added a condition of positive social interaction to rule out the possibility that the prior findings were due to recalling an affectively positive experience. The effect of perceived responsiveness on prejudice reduction (i.e., increased attitude favorability toward the social group) was not moderated by attitude certainty (Study 2), anxious or avoidant attachment style (Study 2), or attitude morality (Study 3). This work suggests that fostering perceived responsiveness can serve as a strategy for mitigating prejudice and promoting more open-minded attitudes.

High-quality listening is a multifaceted social behaviour, and theories and research concerning it are mixed in terms of listening definitions and recommendations. The current study canvassed lay practitioners’ understanding of optimal listening qualities and training, drawing on a wide range of listening training materials (N = 207) sourced from the World-Wide-Web. Thematic analysis results were critically examined to systematically position praxis against our current understanding of listening theories. Findings are presented as a “dialectical listening theory” which posits that at its core, listeners’ behaviours often exist in direct tension with their mindset or intuition. Furthermore, we posit that this tension is amplified when individuals are faced with conversations that conflict with their perspectives or values. Finally, we argue that listeners may need to oscillate between dual-process states of unconscious (intuitive) and conscious (intentional) listening. We conclude that high-quality listening involves direct recognition and strategic management of tensions throughout the listening process.