The Cost of Comfort: Affective Packages in Consumer Decisions.

A consumer has to make a consumption decision. She is modeled as making a binary decision regarding a suggested change to her status quo. An affective package refers to the totality of affective responses that the consumer is expected to have to the various aspects of this decision. It is proposed that consumers evaluate decisions based on these affective packages. Importantly, a package generates a link between goals and means, and some of the affect related to the decision is about this linkage.