Listen to this: Why consumer behavior researchers should care about listening
Abstract
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.
Cultivating Humility in Business Education: A Listening-Focused Pedagogy for Future Leaders
Michal Lehmann, Avraham N Kluger, Irina Cojuharenco, Guy Itzchakov
Listening
In an era when humility and connection are vital for peace and sustainability, many leaders in business and government fall
short by prioritizing their self-interest over ethics. Business schools, as key institutions shaping future leaders, may inadvertently reinforce this imbalance. To shift this lean toward self-interest, we propose a listening-focused pedagogy to cultivate
humility and character in business school students. High-quality listening fosters interpersonal connection and promotes
complex reasoning. Complex reasoning about oneself and others is a cornerstone of humility, which is central to morality
and business ethics. We hypothesized that acquiring listening skills would enhance both high-quality listening and humility.
To test this, we conducted a longitudinal quasi-experiment over four academic years (2018–2021) with data from 260 MBA
students. Our findings show that the listening-focused course significantly increased students' listening skills and humility
compared to control courses. These results demonstrate the course’s potential to have a meaningful influence on the character development of business students. We conclude by discussing theoretical and practical implications for business ethics
education, offering our materials to support replication and the broader application of this pedagogy
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I Am Aware of My Inconsistencies but Can Tolerate Them: The Effect of High Quality Listening on Speakers’ Attitude Ambivalence
Guy Itzchakov, Avraham N. Kluger, and Dotan R. Castro
Listening
We examined how listeners characterized by empathy and a non-judgmental approach affect speakers’ attitude structure. We hypothesized that high-quality listening decreases speakers’ social anxiety, which in turn reduces defensive processing. This reduction in defensive processing was hypothesized to result in an awareness of contradictions (increased objective-attitude ambivalence) and decreased attitude extremity. Moreover, we hypothesized that experiencing high-quality listening would enable speakers to tolerate contradictory responses, such that listening would attenuate the association between objective and subjective-attitude ambivalence. We obtained consistent support for our hypotheses across four laboratory experiments that manipulated listening experience in different ways on a range of attitude topics. The effects of listening on objective-attitude ambivalence were stronger for higher dispositional social anxiety and initial objective-attitude ambivalence (Study 4). Overall, the results suggest that speakers’ attitude structure can be changed by a heretofore unexplored interpersonal variable: merely providing high-quality listening.
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