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.
Attitudes in an interpersonal context: Psychological safety as a route to attitude change
Guy Itzchakov, Kenneth G. DeMarree
Attitudes
Interpersonal contexts can be complex because they can involve two or more
people who are interdependent, each of whom is pursuing both individual
and shared goals. Interactions consist of individual and joint behaviors
that evolve dynamically over time. Interactions are likely to affect people’s
attitudes because the interpersonal context gives conversation partners a
great deal of opportunity to intentionally or unintentionally influence each
other.
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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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