Listen to this: Why consumer behavior researchers should care about listening

Can perceived responsiveness, the extent to which an individual feels understood, validated, and cared for by close others, reduce prejudiced attitudes? We hypothesized that perceived responsiveness by meaningful other people would increase recipients’ intellectual humility and attitude ambivalence and that these changes would reduce prejudice. Five studies (total N = 3362), four of which were preregistered, manipulated perceived responsiveness by a specific person (Studies 1–3, 5) or measured the effects of perceived responsiveness by the closest social network of the recipient (Study 4). All studies supported the hypotheses. Specifically, Studies 1 and 2 found that perceived responsiveness increased intellectual humility and attitude ambivalence and reduced prejudice toward a group from a pre-determined list. Study 3 replicated these findings when participants freely chose the social group. In Study 4, perceived responsiveness from individuals’ closest social networks predicted the dependent variables a few days afterward, controlling for positive and negative affect and social desirability. Finally, in Study 5, we added a condition of positive social interaction to rule out the possibility that the prior findings were due to recalling an affectively positive experience. The effect of perceived responsiveness on prejudice reduction (i.e., increased attitude favorability toward the social group) was not moderated by attitude certainty (Study 2), anxious or avoidant attachment style (Study 2), or attitude morality (Study 3). This work suggests that fostering perceived responsiveness can serve as a strategy for mitigating prejudice and promoting more open-minded attitudes.

In an era when humility and connection are vital for peace and sustainability, many leaders in business and government fall short by prioritizing their self-interest over ethics. Business schools, as key institutions shaping future leaders, may inadvertently reinforce this imbalance. To shift this lean toward self-interest, we propose a listening-focused pedagogy to cultivate humility and character in business school students. High-quality listening fosters interpersonal connection and promotes complex reasoning. Complex reasoning about oneself and others is a cornerstone of humility, which is central to morality and business ethics. We hypothesized that acquiring listening skills would enhance both high-quality listening and humility. To test this, we conducted a longitudinal quasi-experiment over four academic years (2018–2021) with data from 260 MBA students. Our findings show that the listening-focused course significantly increased students' listening skills and humility compared to control courses. These results demonstrate the course’s potential to have a meaningful influence on the character development of business students. We conclude by discussing theoretical and practical implications for business ethics education, offering our materials to support replication and the broader application of this pedagogy