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.
The Unintentional Nonconformist: Habits Promote Resistance to Social influence
Asaf Mazar, Guy Itzchakov, Alicea Lieberman, and Wendy Wood
Attitudes
This research tests a novel source of resistance to social influence—the automatic repetition of habit. In three experiments,
participants with strong habits failed to align their behavior with others. Specifically, participants with strong habits to drink
water in a dining hall or snack while working did not mimic others’ drinking or eating, whereas those with weak habits
conformed. Similarly, participants with strong habits did not shift expectations that they would act in line with descriptive
norms, whereas those with weak habits reported more normative behavioral expectations. This habit resistance was not
due to a failure to perceive influence: Both strong and weak habit participants’ recalled others’ behavior accurately, and it
was readily accessible. Furthermore, strong habit participants shifted their normative beliefs but not behavior in line with
descriptive norms. Thus, habits create behavioral resistance despite people’s recognition and acceptance of social influence.
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Deep Listening Training to Bridge Divides: Fostering Attitudinal Change through Intimacy and Self‐Insight
F. K. Tia Moin, Guy Itzchakov, Emily Kasriel, Netta Weinstein
Listening
Deep, high‐quality listening that offers a nonjudgmental approach, understanding, and careful attention when speakers share disparate views can have the power to bridge divides and change speakers' attitudes. However, can people be trained to provide such listening while disagreeing with what they hear, and if so, are the effects of the listening training sufficient for creating perceptible change during disagreements? This study, conducted with delegates (N=320) representing 86 countries experimentally tested a “deep” (otherwise termed “high quality“) listening training against a randomly assigned subgroup of attendees who served as a “waitlist” control. During a conversation with another participant on a subject about which they strongly disagreed, participants who had completed a 6‐h training over 3 weeks in high‐quality listening demonstrated improvements in their observed listening behaviors, reported higher levels of interactional intimacy with conversation partners, appeared to increase their self‐insight and subsequently, showed evidence of attitude change. Among the first studies to test semi‐causal outcomes of high‐quality listening training between attendees with diverse and contrary attitudes in a real‐world, cross‐national setting; we discuss the potential and limitations for listening training to support positive relations and an open mind in the context of discourse, disagreement and polarization.
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