ABSTRACT

208In 2007, Kleenex launched a new line of television advertisements that they called the “Let It Out” Tour. The advertisements featured a blue couch placed on a busy city street where people would sit down with an interviewer to chat. The interviewer asked passers-by to share personal stories of triumph and pain from the comfort of the blue couch while he listened. The individuals laughed and cried into Kleenex tissues while telling the interviewer about their experiences. The interviewer listened intently to each participant, leaning in toward them, nodding his head to show understanding, laughing at their funny stories, and even crying when appropriate. Many of the participants told the interviewer how good it felt just to get something off their chest. The relief that these participants described is due to the fact that the interviewer was such a good listener. Feeling like we're understood and showing others that we care about what they have to say are important components of the interpersonal communication process.