<p>This study examines how short-term social infrastructure benefits influence community support for road development in Diamer, a remote and socio-culturally conservative district in Gilgit-Baltistan. While infrastructure planning often emphasizes long-term economic outcomes, this research highlights the importance of immediate, visible improvements, such as job creation, support for daily activities, and essential service provision, in shaping local perceptions and acceptance of development projects. Grounded in Instant Gratification Theory and Social Exchange Theory, and situated within a social sustainability framework, the study investigates how improvements in quality of life and social cohesion mediate the relationship between infrastructure benefits and project support. Given the strong gender norms in the region, the study also explores how men and women experience these impacts differently. Findings indicate that short-term social infrastructure investments significantly enhance perceived quality of life and foster social synergy, both of which contribute to stronger community support for development initiatives. The results also reveal gender-based differences, with men showing stronger positive associations between immediate benefits and support. By integrating behavioral insights with a social sustainability lens, this study contributes to infrastructure development literature by emphasizing the need for context-sensitive and inclusive planning. It underscores the value of aligning short-term community needs with long-term development goals and calls for gender-responsive approaches to ensure equitable and sustainable outcomes in marginalized, high-altitude regions.</p>