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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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Conference
DSGN - DIM

“Human-to-human interaction design: Choreographing relational practices”

This paper explores Relational Design as a choreography of practices that cultivate the skills necessary to navigate differences and build community within design processes. It promotes a design practice that sees relationship-building as a core function of creating long-term stewardship in participatory worldmaking. The relational practices presented here emerge from outside traditional design disciplines, drawing primarily from community organizing, with an understanding that change occurs through networks of interdependent relationships. The paper outlines a trans-experiential set of practices: honoring place as kin, revealing and redistributing power, cultivating a culture of accountability, facilitating dialogue, and hosting belonging and celebration. These practices strengthen multimodal design literacies that focus on care, repair, and regeneration. Ultimately, the paper positions Relational Design as a movement for fostering pluralist, coalition-based approaches to systemic regeneration.
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