Systems and methods for recommending entities to a user are presented. In at least one embodiment, a user is identified as belonging to one or more groups of users, or to a hierarchy of groups. A category of entities, preferred by at least of the hierarchy of identified groups, is identified. The category of entities preferred by the at least one identified group corresponds to the category of a user-preferred entity preferred by the user. An entity from the category of entities is selected; the selected entity is not the user-preferred entity. The selected entity is provided to the user as a recommended entity to the user.