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.
Cultivating Humility in Business Education: A Listening-Focused Pedagogy for Future Leaders
Michal Lehmann, Avraham N Kluger, Irina Cojuharenco, Guy Itzchakov
Listening
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
Keep reading
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.
Keep reading