Perceived Responsiveness Increases Tolerance of Attitude Ambivalence and Enhances Intentions to Behave in an Open-Minded Manner

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.

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.