On the wisdom and utility of (under)sociality: A consumer psychology perspective

Ike Silver*, Deborah A. Small

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Kumar and Epley (2023) review robust evidence for an intriguing hypothesis: That people fail to appreciate the benefits of everyday social behaviors and thus hesitate to connect with others in ways that would increase well-being. In this commentary, we discuss how consumer research can enrich theory and application in this emerging line of inquiry. We suggest (a) that the hedonic implications of undersociality can be integrated with reputational signaling insights to generate new questions about the wisdom and utility of social behavior, and (b) that undersociality has interesting implications for a consumption domain of particular interest to maximizing welfare: charitable giving.

Original languageEnglish (US)
Pages (from-to)217-220
Number of pages4
JournalJournal of Consumer Psychology
Issue number1
StatePublished - Jan 2023


  • charitable giving
  • consumer welfare
  • impression management
  • prosocial behavior
  • social signaling

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


Dive into the research topics of 'On the wisdom and utility of (under)sociality: A consumer psychology perspective'. Together they form a unique fingerprint.

Cite this