Affective choice tends to be holistic in nature. The brand is not decomposed into distinct components, each of which is evaluated separately from the whole.
The evaluation of such products is generally focused on the way they will make the user feel as they are used. Decisions based on affect are said to use the “How do I feel about it” heuristic or decision rule.
Consumers imagine or picture using the product or service and evaluate the feeling that this use will produce.