Online social networks are having a fundamental and important influence on society. Facebook, the world’s largest online social network, had over 1 billion active users by the end of 2012, with over 80% from outside the United States (Smith, Segall, and Cowley 2012). The success of social networks, however, is based not only on the number of active users but also on the amount of time users spend on these websites. Online social network use accounts for nearly 23% of time spent online in the United States, which is approximately double the time spent on any other online activity (Nielsen Wire 2010). Despite this growing popularity and increasingly frequent usage, a systematic understanding of how social network use affects consumer behavior remains elusive. Does social network use, for instance, affect the choices consumers make in their daily lives? If so, what effect does network use have on consumers’ well-being?