The literature is fragmented, stemming from different disciplining backgrounds, i.e., financial economists, organization theorists and strategic management scholars. In general, however, these disciplines do not read or cite the ideas and/or findings of other disciplines; the literature is fragmented within each discipline; this fragmentation is manifested in different marketing theory that is used for similar constructs. Finally, future research needs to examine the causal relationships among the proposed antecedents of citizenship behaviors to improve and use with the bigger marketing business. Our theories of the student’s behaviors should take indirect relationships between price and decision into account. The research focused on package design that impact on decision behavior, security, cookie market and price within the framework of the model.