Feedback on product recommendations

Consumers frequently engage in product-related conversations and influence each other's attitudes and behavior. Marketers have long recognized the importance of these conversations for the success of their brands. However, scholarly research has predominantly focused on the initial phase of recommendations, wherein one consumer suggests a product to another. This thesis acknowledges that product recommendation conversations could extend beyond the initial recommendation, with recipients subsequently offering feedback to recommenders about their experiences with the recommended product. Through two different essays, this thesis provides a through exploration of whether, how, and why recommenders adjust their assessments of both the recipient and the recommended product in response to feedback. Specifically, the first essay focuses on the valence of feedback, its underlying process, and the moderating role of product commitment. The second essay examines the content and linguistic style of feedback, its impact on recommenders' evaluation, the underlying process, and its utilization by recipients. Findings, collectively, yield profound insights into the intricate dynamics of consumer-brand relationships, interpersonal connections, and consumer well-being.