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.
How do people perceive listeners?
Guy Itzchakov, Geoffrey Haddock and Sarah Smith
Listening
Listening is essential in shaping social interactions,
relationships and communication. While listening research
has generated significant insights on how speakers benefit
from good listening, one fundamental question has been
largely overlooked: how do people perceive listeners?
This gap is crucial for understanding how perceptions of
listeners impact relational dynamics. In three studies (two
preregistered; total N = 1509), we assessed the attributes
and behaviours associated with good and bad listeners, and
whether the favourability of these attributes and behaviours
impact downstream consequences. In Study 1, participants
identified an acquaintance they judged as a good or bad
listener. Good listeners were rated higher in positive listening
attributes and behaviours, which mediated their perceived
warmth, competence and values. Study 2 replicated this using
a reverse correlation technique: one sample generated faces
of a good or bad listener, which were then evaluated by a
second, naïve sample. Consistent with Study 1, good listener
faces were rated higher in positive listening attributes and
behaviours, mediating perceptions of warmth, competence,
humility and values. Study 3 extended Study 2 by showing
that the effects were not due to a general positivity bias,
demonstrating the significant interpersonal consequences of
being perceived as a good or bad listener.
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Empathic listening satisfies speakers’ psychological needs and well-being, but doesn’t directly deepen solitude experiences: A registered report
Netta Weinstein, Guy Itzchakov
Listening
A live discussion experiment was designed to test the effects of highly empathic (vs. moderately empathic) listening on solitude experiences. Participants were assigned to three conditions in which they: 1) Discussed a negative personal experience with a confederate (ostensibly another participant) exhibiting highly empathic listening; 2) Discussed an experience with a confederate exhibiting moderately empathic listening; or, 3) Engaged in a positive reframing exercise. Building on previous listening theory (Weinstein et al., 2022) and research (Itzchakov & Weinstein, 2021; Itzchakov, Weinstein, et al., 2022). We then assessed the two posited mechanisms of autonomy and relatedness and tested the expectations to be in solitude. All participants were instructed to spend ten minutes alone, phones off, and distractions stored away. While highly empathic listening enhanced participants’ (i.e. speakers) autonomy and relatedness need satisfaction compared to the other two conditions and predicted initial increases in self- and social-connection, it did not subsequently improve solitude experiences, with no direct effects found predicting self-connection, peaceful affect, loneliness, or self-insight. Indirect effects linked empathic listening to self-connection and self-insight through autonomy satisfaction. While empathic listening fosters immediate psychological need satisfaction in social contexts, deeper listening interventions may be necessary to improve subsequent solitude periods.
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