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.
An Examination of the Moderating Effect of Core Self-Evaluations and the Mediating Effect of Self-Set Goals on the Primed Goal-Task Performance Relationship
Guy Itzchakov, Gary P. Latham
Goal Setting
An understudied issue in the goal priming literature is why the same prime can provoke different responses in different people. The current research sheds light on this issue by investigating whether an individual difference variable, core self-evaluations (CSE), accounts for different responses from the same prime. Based on the findings of experiments showing that individuals with high CSE have higher performance after consciously setting a task-related goal than individuals with lower CSE, two hypotheses were tested: (1) Individuals who score high on CSE perform better following a subconsciously primed goal for achievement than do individuals who score low on CSE, and (2) this effect is mediated by a self-set goal. Two laboratory experiments (n = 207, 191) and one field experiment (n = 62) provided support for the hypotheses. These findings suggest that personality variables such as the CSE can provide an explanation for the “many effects of the one prime problem”.
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Harmony in Political Discourse? The Impact of High-Quality Listening on Speakers' Perceptions Following Political Conversations
Guy Itzchakov, Niv Navon, Jarret T. Crawford, Netta Weinstein, Kenneth G. DeMarree
Listening
Conversations with people who hold opposite partisan attitudes can elicit defensiveness, reinforce extreme attitudes, and undermine relationships with those with opposing views. However, this might not be the case when speakers experience high-quality (attentive, 2 understanding, and non-judgmental) listening from their conversation partners. We hypothesized that high-quality listening will increase speakers’ positive views toward, and their willingness to further interact with, others who hold politically opposed attitudes, and that these effects will be mediated by greater state openness. We conducted three experiments using different modalities to manipulate listening. In Study 1 (N = 379), participants recalled a conversation with an opposing political party member, with listening quality described as high-quality, low-quality, or control. Study 2 (N = 269) used imagined interactions, with participants reading vignettes describing either high-quality listening or a control condition. In Study 3 (preregistered; N = 741), participants watched a video of a listener modeling high-quality or moderate-quality listening and imagined themselves engaging in a similar interaction. Across studies, we found that high-quality listening consistently increased speakers’ state openness to politically opposed others, but did not change political attitudes. We found inconsistent evidence for speakers’ increased willingness to engage in future interactions (meta-analytic effect: 𝑑 = 0.20, p = .015). However, the indirect effect of listening on positive attitudes and willingness for future interactions through increased openness was consistently significant.
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