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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Understanding and Cultivating Effective Listening: A Dialectical Theory of the Tensions between Intuition and Intentional Behavior
Tia Moin, Guy Itzchakov, Netta Weinstein
Listening
High-quality listening is a multifaceted social behaviour, and theories and research concerning it are mixed in terms of listening definitions and recommendations. The current study canvassed lay practitioners’ understanding of optimal listening qualities and training, drawing on a wide range of listening training materials (N = 207) sourced from the World-Wide-Web. Thematic analysis results were critically examined to systematically position praxis against our current understanding of listening theories. Findings are presented as a “dialectical listening theory” which posits that at its core, listeners’ behaviours often exist in direct tension with their mindset or intuition. Furthermore, we posit that this tension is amplified when individuals are faced with conversations that conflict with their perspectives or values. Finally, we argue that listeners may need to oscillate between dual-process states of unconscious (intuitive) and conscious (intentional) listening. We conclude that high-quality listening involves direct recognition and strategic management of tensions throughout the listening process.
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