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Academic Journal
Marketing

“How Rejected Recommendations Shape Recommenders’ Future Product Intentions”

When a consumer (a recommender) recommends a product to another consumer (a recommendee), it is not uncommon to learn whether the recommendee chose the recommended option (i.e., accepted the recommendation) or a different option (i.e., rejected the recommendation). Our research examines how rejected recommendations affect recommenders’ subsequent intentions toward the originally recommended product. We find that upon learning one's recommendation was rejected, recommenders are less likely to repurchase or choose the product in the future. This negative effect emerges because recommenders question their knowledge about the recommended product (i.e., self-perceived expertise is reduced). Such questioning is more likely to occur when the recommendee is a close other and less likely to occur when the recommended product is perceived to primarily differ from alternatives due to subjective preferences (i.e., horizontal differentiation is salient). Importantly, this rejected recommendation effect is shown to be distinct from a social proof account. The current research contributes to WOM theory by identifying a novel outcome of recommendation interactions—rejected recommendations—and by demonstrating that this outcome can cause consumers to shift away from a product despite having felt positively enough about the product to recommend it to others.
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Matthew Hall, Jamie Hyodo and Kirk Kristofferson "How Rejected Recommendations Shape Recommenders’ Future Product Intentions" Journal of Consumer Psychology Journal of Consumer Psychology 42-60 pages 2025 View on: Google Scholar

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Academic Journal
Marketing

“Isolation in Globalizing Academic Fields: A Collaborative Autoethnography of Early Career Researchers”

This study examines academic isolation – an involuntary perceived separation from the academic field to which one aspires to belong, associated with a perceived lack of agency in terms of one’s engagement with the field – as a key challenge for researchers in increasingly globalized academic careers. While prior research describes early career researchers’ isolation in their institutions, we theorize early career researchers’ isolation in their academic fields and reveal how they attempt to mitigate isolation to improve their career prospects. Using a collaborative autoethnographic approach, we generate and analyze a dataset focused on the experiences of ten early career researchers in a globalizing business academic field known as Consumer Culture Theory. We identify bricolage practices, polycentric governance practices, and integration mechanisms that work to enhance early career researchers’ perceptions of agency and consequently mitigate their academic isolation. Our findings extend discussions on isolation and its role in new academic careers. Early career researchers, in particular, can benefit from a deeper understanding of practices that can enable them to mitigate isolation and reclaim agency as they engage with global academic fields.
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Myriam Brouard, Meriam Belkir, Katja Brunk, Marlon Dalmoro, Maria Christina Ferriera, Bernardo Figueirdo, Aimee Dinnin Huff, Daiane Scaraboto, Olivier Sibai and Andrew Smith "Isolation in Globalizing Academic Fields: A Collaborative Autoethnography of Early Career Researchers" Academy of Management Learning and Education Academy of Management 261-285 pages 2019 View on: Google Scholar

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Academic Journal
Marketing

“Leveraging stakeholder networks with outside-in marketing”

The theory of Outside-in marketing (OIM) emphasizes the importance of internal and external partners of a firm to drive strategies for value creation. OIM is based on four key tenets: market sensing and responses, segmentation and targeting, innovation, and employee's learning effort. With this commentary, we apply the theory of OIM to network analysis. By doing so, we identify key stakeholder networks as part of a firm's business ecosystem and discuss the value that can be extracted from different stakeholder networks. Most prior network research in marketing has mainly used customer or employee network data while neglecting other important stakeholder groups. We provide information about how network analysis of stakeholder data can fill gaps in the marketing literature and provide firms with essential knowledge, economic value, and influence over external partners, and improve the value generation process. We first describe each tenet and give examples of stakeholder networks that can be investigated within the realm of the tenet definitions. We then discuss different challenges that social network research can pose, and end with future research questions that can be explored for empirical research studies.
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Franziska Schmid Gibbons "Leveraging stakeholder networks with outside-in marketing" Industrial Marketing Management Elsevier 72-75 pages 2021 View on: Google Scholar

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