Users can feel related if the product is being perceived as helpful 

Claremont Graduate University

Focuses on the need of an individual to be connected to others/be involved in a social environment (Ryan & Deci, 2000a; Ryan et al., 2006).

Relatedness in SDT

https://www.nngroup.com/videos/self-determination-theory-autonomy-relatedness-competency/

Self-determination Theory + UX

The satisfaction of the three needs in SDT (autonomy, competency, relatedness), results in a better mood, vitality, physical systems, and self-esteem. In contrast, activities and contexts that limit these three needs, have a negative impact on an individual (Adie, Duda, & Ntoumanis, 2008; Ryan & Deci, 2000c).

Basic Psychological Needs Theory (BPNT)

Participation in a formal learning community did not have a significant effect on academic development and its effect on job preparation was barely significant. Relatedness is the best predictor of the academic development and job preparation, so SDT is probably what explains the benefits associated with cohorts.

Relatedness Accounts for Benefits from Learning Communities

Products are used for communication for users to relate to each other

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