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.

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.