The proposed research will study consumer behavior as it relates to a social context. Specifically, it will pertain to consumer decisions in business referral programs. With the continuously advancing online industry, implementing referral programs have become an increasingly popular way for companies to make an effort to expand their customer base. However, consumer participation rates in referral programs have been notoriously low. This research will explore various factors that can encourage consumer involvement and interest in participating in referral programs. Businesses that offer these programs will be analyzed to determine what incentives will entice consumers to increase participation rates so that they can refine their own methods and generate more revenue. This study seeks to analyze the psychology behind why certain incentives are more effective by examining consumer responses to various approaches of referral programs.