Listening to Understand: The Role of High-Quality Listening on Speakers’ Attitude Depolarization During Disagreements
Abstract
Disagreements can polarize attitudes when they evoke defensiveness from the conversation partners. When
a speaker talks, listeners often think about ways to counterargue. This process often fails to depolarize
attitudes and might even backfire (i.e., the Boomerang effect). However, what happens in disagreements if
one conversation partner genuinely listens to the other’s perspective? We hypothesized that when
conversation partners convey high-quality listening—characterized by attention, understanding, and
positive intentions—speakers will feel more socially comfortable and connected to them (i.e., positivity
resonance) and reflect on their attitudes in a less defensive manner (i.e., have self-insight). We further
hypothesized that this process reduces perceived polarization (perceived attitude change, perceived attitude
similarity with the listener) and actual polarization (reduced attitude extremity). Four experiments
manipulated poor, moderate, and high-quality listening using a video vignette (Study 1) and live interactions
(Studies 2–4). The results consistently supported the research hypotheses and a serial mediation model in
which listening influences depolarization through positivity resonance and nondefensive self-reflection.
Most of the effects of the listening manipulation on perceived and actual depolarization generalized across
indicators of attitude strength, specifically attitude certainty and attitude morality. These findings suggest
that high-quality listening can be a valuable tool for bridging attitudinal and ideological divides.
I Am Aware of My Inconsistencies but Can Tolerate Them: The Effect of High Quality Listening on Speakers’ Attitude Ambivalence
Guy Itzchakov, Avraham N. Kluger, and Dotan R. Castro
Listening
We examined how listeners characterized by empathy and a non-judgmental approach affect speakers’ attitude structure. We hypothesized that high-quality listening decreases speakers’ social anxiety, which in turn reduces defensive processing. This reduction in defensive processing was hypothesized to result in an awareness of contradictions (increased objective-attitude ambivalence) and decreased attitude extremity. Moreover, we hypothesized that experiencing high-quality listening would enable speakers to tolerate contradictory responses, such that listening would attenuate the association between objective and subjective-attitude ambivalence. We obtained consistent support for our hypotheses across four laboratory experiments that manipulated listening experience in different ways on a range of attitude topics. The effects of listening on objective-attitude ambivalence were stronger for higher dispositional social anxiety and initial objective-attitude ambivalence (Study 4). Overall, the results suggest that speakers’ attitude structure can be changed by a heretofore unexplored interpersonal variable: merely providing high-quality listening.
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Listen to this: Why consumer behavior researchers should care about listening
Guy Itzchakov & S. Christian Wheeler
Listening
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.
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