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.
The Unintentional Nonconformist: Habits Promote Resistance to Social influence
Asaf Mazar, Guy Itzchakov, Alicea Lieberman, and Wendy Wood
Attitudes
This research tests a novel source of resistance to social influence—the automatic repetition of habit. In three experiments,
participants with strong habits failed to align their behavior with others. Specifically, participants with strong habits to drink
water in a dining hall or snack while working did not mimic others’ drinking or eating, whereas those with weak habits
conformed. Similarly, participants with strong habits did not shift expectations that they would act in line with descriptive
norms, whereas those with weak habits reported more normative behavioral expectations. This habit resistance was not
due to a failure to perceive influence: Both strong and weak habit participants’ recalled others’ behavior accurately, and it
was readily accessible. Furthermore, strong habit participants shifted their normative beliefs but not behavior in line with
descriptive norms. Thus, habits create behavioral resistance despite people’s recognition and acceptance of social influence.
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The Effect of a Dilemma on the Relationship Between Ability to Identify the Criterion (ATIC) and Scores on a Validated Situational Interview
Gary P. Latham, Guy Itzchakov
Goal Setting
Four experiments were conducted to determine whether participants’ awareness of the performance criterion on which they were being evaluated results in higher scores on a criterion-valid situational interview (SI) where each question either contains or does not contain a dilemma. In the first experiment, there was no significant difference between those who were or were not informed of the performance criterion that the SI questions predicted. Experiment 2 replicated this finding. In each instance, the SI questions in these two experiments contained a dilemma. In a third experiment, participants were randomly assigned to a 2 (knowledge/no knowledge provided of the criterion) X 2 (SI dilemma/no dilemma) design. Knowledge of the criterion increased interview scores only when the questions did not contain a dilemma. The fourth experiment revealed that including a dilemma in a SI question attenuates the ATIC-SI relationship when participants must identify rather than be informed of the performance criterion that the SI has been developed to assess.
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