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.
Understanding and Cultivating Effective Listening: A Dialectical Theory of the Tensions Between Intuition and Behavior
F. K. Tia Moin, Guy Itzchakov, and Netta Weinstein
Listening
Abstract
High-quality listening is a multifaceted social behavior, and theories and research concerning listening and how to train people to listen 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’ behaviors 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, making learning to listen
challenging in practice. We conclude that high-quality listening requires direct recognition and strategic management of these tensions throughout the listening process and
make recommendations based on listening and cognitive theories to inform best practice
in listening training.
Keywords: listening; listening training; active listening; dual-processing
Keep reading
The Power of Listening in Helping People Change
Guy Itzchakov, Avraham N. (Avi) Kluger
Listening
Giving performance feedback is one of the most common ways managers help their subordinates learn and improve. Yet, research revealed that feedback could actually hurt performance: More than 20 years ago, one of us (Kluger) analyzed 607 experiments on feedback effectiveness and found that feedback caused performance to decline in 38% of cases. This happened with both positive and negative feedback, mostly when the feedback threatened how people saw themselves.
Keep reading