"The term affective consumption refers to the use of a good to achieve an affective goal of either entering a positively valenced affective state, or leaving a negatively valenced one. Affective goals may be achieved using either an instant gratification strategy or a delayed gratification strategy."
(W. Edward Roth)
W. Edward Roth (2001) ,"Consuming to Achieve Affective Goals: a Framework For Analysis With Application", in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 217.
