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.
Can holding a stick improve listening at work? The effect of Listening Circles on employees’ emotions and cognitions
Guy Itzchakov, Avraham N. Kluger
Listening
The Listening Circle is a method for improving listening in organizations. It involves people sitting in a circle where only one talks at a time. Talking turns are signaled by a talking object. Although there are several reports regarding the effectiveness of the Listening Circle, most are based on case studies, or confounded with another intervention, and do not use theory to predict the listening-induced outcomes. We predicted that perceiving good listening decreases employees’ social anxiety, which allows them to engage in deeper introspection, as reflected by increased self-awareness. This increased self-awareness enables an acknowledgment of the pros and cons of various work-related attitudes and can lead to attitudes that are objectively more ambivalent and less extreme. Further, we hypothesized that experiencing good listening will enable speakers to accept their contradictions without the evaluative conflict usually associated with it (subjective-attitude ambivalence). In three quasi-experiments (Ns = 31, 66 and 83), we compared the effects of a Listening Circle workshop to a self-enhancement workshop (Studies 1 and 2), to a conflict management workshop (Study 2) and to employees who did not receive any training (Study 3), and found consistent support for the hypotheses. Our results suggest that the Listening Circle is an effective intervention that can benefit organizations.
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Perceived Responsiveness Increases Tolerance of Attitude Ambivalence and Enhances Intentions to Behave in an Open-Minded Manner
Guy Itzchakov, Harry T. Reis
Responsiveness
Can perceived responsiveness, the belief that meaningful others attend to and react supportively to a core defining feature of the self, shape the structure of attitudes? We predicted that perceived responsiveness fosters open-mindedness, which, in turn, allows people to be simultaneously aware of opposing evaluations of an attitude object. We also hypothesized that this process will result in behavior intentions to consider multiple perspectives about the topic. Furthermore, we predicted that perceived responsiveness will enable people to tolerate accessible opposing evaluations without feeling discomfort. We found consistent support for our hypotheses in four laboratory experiments (Studies 1–3, 5) and a diary study (Study 4). Moreover, we found that perceived responsiveness reduces the perception that one’s initial attitude is correct and valid. These findings indicate that attitude structure and behavior intentions can be changed by an interpersonal variable, unrelated to the attitude itself.
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