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.
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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Sowing the seeds of love: Cultivating perceptions of culture of companionate love through listening and its effects on organizational outcomes
Guy Itzchakov | Sigal Barsade | Arik Cheshin
Organizational Behavior and Social Psychology
Fostering a culture of companionate love in the workplace
offers numerous benefits for employees, yet the
methods for achieving this remain unclear. We propose
that high-quality listening, characterized by undivided
attention, understanding, and a positive and nonjudgmental
intention toward the speaker, could be a
key facilitator. We hypothesized that such listening
could enhance employees' perceptions of companionate
love. Additionally, we hypothesized that an enhanced
perception of companionate love would increase
employees' subjective well-being, resilience, affective
commitment, and willingness to cooperate at work. To
examine these hypotheses, we conducted four studies.
Study 1 was a preregistered and highly-powered field
study (N = 752) involving employees from various
organizations. Study 2 (N = 37), was a longitudinal
research that included a listening training of 16 hours
for teachers in a single school. Study 3 was a quasi-field
experiment within a risk-management company, with
employees receiving 12 hours of listening education
while a waitlist served as a control group (N = 67).
Study 4 was a quasi-experiment that served as a conceptual
replication and extension of Studies 2 and
3. The study involved listening training for employees
in a global communications company, providing
14 hours of online listening training. An active control
group (N = 60) was included. Across all studies, we
found that feeling listened to by colleagues led to
increased perceptions of companionate love in the
organization, which, in turn, increased employees' subjective
well-being, resilience, affective organizational
commitment, and willingness to collaborate. Theoretical
and practical implications are discussed.
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