The price of rejection: how social feedback influences spending on social experiences

Human beings are inherently motivated to seek social connection, yet rejection remains a potent emotional stressor that can disrupt social decision-making. In an increasingly digital world, where social feedback is often public and quantifiable, understanding how negative online experiences shape the perceived value of future social opportunities is critical. This study examined whether acute social rejection alters individuals’ willingness to pay (WTP) for engaging in social versus nonsocial experiences. In a two-part preregistered experiment (N = 98), participants uploaded personal Instagram photos and completed self-report measures before engaging in a simulated social media task that delivered randomized rejection and acceptance feedback. After each feedback condition, participants completed a series of WTP choices between personally meaningful social and nonsocial activities, each paired with a small monetary cost. Participants generally preferred social experiences. However, contrary to predictions, they spent significantly less money on social options following rejection compared to acceptance. Although rejection did not significantly change the relative valuation of social versus nonsocial options, it increased sensitivity to price. Participants were less likely to choose costlier social options after experiencing rejection. Exploratory analyses revealed that individuals with higher social connectedness and reward sensitivity showed greater caution in pursuing social engagement following negative feedback. These findings suggest that rejection does not reduce the underlying value of social connection but influences decision-making by increasing sensitivity to emotional and contextual factors. This work has important implications for understanding how rejection shapes behavior in digital environments and how individual differences in social traits may moderate these effects.