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.
Don't let the facts ruin a good story: The effect of vivid reviews on attitude ambivalence and its coping mechanisms
Guy Itzchakov, Moty Amar, Frenk Van Harreveld
Attitudes
Purchasing decisions are increasingly based on reviews by fellow consumers which often consist of positive and negative evaluations about the product (i.e. valence-
inconsistency). We tested how the vividness of these reviews affects individuals' attitude ambivalence towards the product and their strategies to cope with this ambivalence. We hypothesized that reading vivid and valence-inconsistent reviews would lead to increased awareness of opposing features of attitudes towards the
product (i.e. increased simultaneous accessibility) as compared to reading less vivid valence-inconsistent reviews. If this is indeed the case, individuals should feel
more conflicted towards the attitude object (i.e. increased subjective ambivalence) and should be motivated to reduce it by using ambivalence-coping strategies,
specifically (a) processing additional information that is congruent with their initial attitude and (b) delaying their decision. These hypotheses were mostly supported across five experiments. The experiments included manipulations of valence-inconsistent information between reviews and within a review including three pre-
registered studies (Ns = 247, 396, 701, 433, 313, respectively).
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A Possible Dark Side of Listening? Teachers Listening to Pupils Can Increase Burnout
Eli Vinokur, Guy Itzchakov and Avinoam Yomtovian
Listening
A growing body of the literature on interpersonal listening has revealed numerous positive outcomes in the workplace. For example, employees wholisten well are perceived as leaders, perform better at work, gain trust, and succeed in negotiations, among other benefits. However, there is a gap in the literature regarding the potential negative consequences of listening in the workplace, especially when it is effortful and challenging. This study explored the potential relationship between teachers listening to their pupils and burnout. Conducted in 2024, this field study involved 106 middle and high school teachers from Israel. We used multiple regression analysis to control for well-known predictors of job burnout: motivation, job satisfaction, and competence. The results indicated that teachers’ perception of their listening quality significantly and positively predicted job burnout, even whenaccounting for these variables as well as seniority and school-type; 0.24 ≤ βs ≤ 0.36. This study highlights the potential negative consequences of workplace listening and contributes to the less explored aspect of listening in the literature with important implications for work-related outcomes.
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