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.
More than Merely Positive: The Immediate Affective and Motivational Consequences of Gratitude
Lisa C. Walsh, Christina N. Armenta, Guy Itzchakov, Megan M. Fritz and Sonja Lyubomirsky
Organizational Behavior and Social Psychology
Although gratitude is typically conceptualized as a positive emotion, it may also induce
socially oriented negative feelings, such as indebtedness and guilt. Given its mixed emotional
experience, we argue that gratitude motivates people to improve themselves in important life
domains. Two single-timepoint studies tested the immediate emotional and motivational effects
of expressing gratitude. We recruited employees (n = 224) from French companies in Study 1 and
students (n = 1026) from U.S. high schools in Study 2. Participants in both studies were randomly
assigned to either write gratitude letters to benefactors or outline their weekly activities (control
condition). Expressing gratitude led to mixed emotional experiences (e.g., greater elevation and
indebtedness) for employees and students as compared with the control group. Students also felt
more motivated and capable of improving themselves, as well as conveyed stronger intentions to
muster effort towards self-improvement endeavors.
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When attitudes and habits don’t correspond: Self-control depletion increases persuasion but not behavior
Guy Itzchakov, Liad Uziel , Wendy Wood
Attitudes
Changing attitudes does not necessarily involve the same psychological processes as changing behavior, yet
social psychology is only just beginning to identify the different mechanisms involved. We contribute to this
understanding by showing that the moderators of attitude change are not necessarily the moderators of behavior
change. The results of three studies (Ns = 98, 104, 137) employing an ego depletion manipulation indicate that
although people are more likely to agree with a persuasive message when executive control is reduced they are
not more likely to change their behavior. Rather, under conditions of ego depletion, attitudes became less correlated with behaviors after persuasion. Moreover, in Study 3, we provide an explanation for this phenom-
enon: People are more likely to agree with a persuasive message when depleted but are also more likely to fall back on habits that may conflict with their new evaluations. A mini meta-analysis of the data indicated that ego-
depletion had a medium effect size on the difference between attitude change and behavior change, N = 339, d = −0.51, 95% CI [−0.72, −0.29]. Jointly, these studies suggest an integrative, resource-based explanation
to attitude-behavior discrepancies subsequent to persuasion.
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