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.
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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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
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