Research questions in the prosocial behavior literature focus on the pro aspect of prosocial behavior-that is, how to motivate actions that benefit others. These questions typically employ simplified decision contexts that neglect the intersocial aspect of prosocial behavior-that is, people are embedded in social networks and impacted by interactivity among two or more persons, entities, or societies. These intersocial influences have increased with technology access. Consumers now face richer choice tradeoffs, can access more information on causes, observe others' actions, and choose to make their own choices public. To ask questions that address the nature of prosocial behavior itself rather than consider it merely as another decision context to motivate human behavior in, we call for researchers to conceptualize prosocial behavior as intersocial. This approach can help capture the more realistic decision tradeoffs consumers face, as well as illuminate new research opportunities arising from considering technology-enabled giving and socially hyperconnected consumers. K E Y W O R D S collective action, corporate social responsibility, DEI, giving, prosocial behavior "The theory of evolution is based on the struggle for life and the survival of the fittest. Yet cooperation is common between members of the same species and even between members of different species." Robert Axelrod and William Hamilton (1981) | INTRODUCTIONIn this article, we review existing research in consumer behavior and psychology on prosocial behavior--behavior through which people (and firms) benefit others (Eisenberg, 2000), including actions such as helping, cooperating, sharing, and donating (Greener & Crick, 1999;Holmgren et al., 1998). In doing so, we provide a primer that summarizes existing prosocial behavior research and the various theoretical lenses that have been used to study prosocial behavior. We note that these investigations have considerably enriched researchers' understanding of a host of cognitive, affective, and motivational influences that prompt prosocial behaviors by consumers (and firms). However, we further note that the focus of these studies has been on the pro aspect of prosocial behavior-that is, on what might prompt consumers to take actions that benefit others and the society. With an emphasis on understanding decision-making in general, existing research often conceptualizes prosocial behavior as merely another decision context to study human behavior in rather than making the study of prosocial behavior its central focus. Thus, existing research typically employs simplified decision contexts that neglect the intersocial aspect of prosocial behavior-that is, people are embedded in Author Note: The authors contributed equally to this research.