When attitudes and habits don’t correspond: Self-control depletion increases persuasion but not behavior

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.

Consider the following scenario. You are preparing for a team discussion about an important project. The meeting was scheduled for 15:00 p.m., but due to technical problems, it starts at 15:15. Your next meeting begins at 16:00. You notice two team members have joined by smartphones rather than computers. This is because their kids use the family’s laptops for virtual school. Three other employees are working from their bedrooms, the only private place in their apartments. You also see a side conversation in the chat room that has nothing to do with the meeting topic. During the meeting, several people turn the cameras off. You forge ahead. After introducing the project’s goals, you realize you were muted and need to start over. This situation would have seemed completely unrealistic just a few months ago. However, since COVID-19, these kinds of challenges are now commonplace. While listening was never easy in the best of times, it is even more challenging today. In part because we are all learning to do old things in new ways. Ann Richards famously contrasted challenges facing men and women, noting,“ ... Ginger Rogers did everything that Fred Astaire did. She just did it backward and in high heels.” A similar comparison of the pre and post-pandemic workplace listening is apt. For many, virtual listening feels like dancing backwards in high heels, a bit off balance. We are all seeking to regain equilibrium in our communication. This article is intended to facilitate better virtual listening in the post-pandemic era. First, we introduce and define listening. Second, we present empirical evidence on the dyadic and organizational benefits of listening and listening training. Third, we discuss the challenges of virtual listening by providing specific examples from managers. Finally, we offer detailed recommendations for what managers and employees can do to improve their virtual listening skills and practices to support virtual listening.