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 high quality listening predict lower speakers' prejudiced attitudes?
Guy Itzchakov, Netta Weinstein, Nicole Legate, Moty Amar
Listening
Theorizing from humanistic and motivational literature suggests attitude change may occur because high-quality listening facilitates the insight needed to explore and integrate potentially threatening information relevant to the self. By extension, self-insight may enable attitude change as a result of conversations about prejudice. We tested whether high-quality listening would predict attitudes related to speakers' prejudices and whether self-insight would mediate this effect. Study 1 (preregistered) examined scripted conversations characterized by high, regular, and poor listening quality. In Study 2, we manipulated high versus regular listening quality in the laboratory as speakers talked about their prejudiced attitudes. Finally, Study 3 (preregistered) used a more robust measure of prejudiced attitudes to testing whether perceived social acceptance could be an alternative explanation to Study 2 findings. Across these studies, the exploratory (pilot study and Study 2) and confirmatory (Studies 1 & 3) findings were in line with expectations that high, versus regular and poor, quality listening facilitated lower prejudiced attitudes because it increased self-insight. A meta-analysis of the studies (N = 952) showed that the average effect sizes for high-quality listening (vs. comparison conditions) on self-insight, openness to change and prejudiced attitudes were, ds = 1.19, 0.46, 0.32 95%CIs [0.73, 1.51], [0.29, 0.63] [0.12, 0.53], respectively. These results suggest that when having conversations about prejudice, high-quality listening modestly shapes prejudice following conversations about it, and underscores the importance of self-insight and openness to change in this process.
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Listening to Understand: The Role of High-Quality Listening on Speakers’ Attitude Depolarization During Disagreements
Guy Itzchakov , Netta Weinstein , Mark Leary , Dvori Saluk, and Moty Amar
Listening
Disagreements can polarize attitudes when they evoke defensiveness from the conversation partners. When
a speaker talks, listeners often think about ways to counterargue. This process often fails to depolarize
attitudes and might even backfire (i.e., the Boomerang effect). However, what happens in disagreements if
one conversation partner genuinely listens to the other’s perspective? We hypothesized that when
conversation partners convey high-quality listening—characterized by attention, understanding, and
positive intentions—speakers will feel more socially comfortable and connected to them (i.e., positivity
resonance) and reflect on their attitudes in a less defensive manner (i.e., have self-insight). We further
hypothesized that this process reduces perceived polarization (perceived attitude change, perceived attitude
similarity with the listener) and actual polarization (reduced attitude extremity). Four experiments
manipulated poor, moderate, and high-quality listening using a video vignette (Study 1) and live interactions
(Studies 2–4). The results consistently supported the research hypotheses and a serial mediation model in
which listening influences depolarization through positivity resonance and nondefensive self-reflection.
Most of the effects of the listening manipulation on perceived and actual depolarization generalized across
indicators of attitude strength, specifically attitude certainty and attitude morality. These findings suggest
that high-quality listening can be a valuable tool for bridging attitudinal and ideological divides.
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