The Cost of Comfort: Affective Packages in Consumer Decisions

Itzhak Gilboa · Eva Gilboa‐Schechtman · U. Halperson · Andrew Ortony

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

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.

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1975Judgment under Uncertainty: Heuristics and Biases 1981The Framing of Decisions and the Psychology of Choice 1988The Cognitive Structure of Emotions 1980Toward a positive theory of consumer choice 2013Choices, Values, and Frames 2009The Theory of the Leisure Class 1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.2011Incorporating Fairness into Game Theory and Economics

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