1. A system configured to estimate affective response of a user to a token instance of interest utilizing a predicted affective response to a background token instance, comprising: a processor configured to receive the background token instance and to predict an affective response due to exposure to the background token instance; and a decomposer configured to receive a measured affective response of the user due to simultaneous exposure to both the background token instance and the token instance of interest, and to estimate an affective response of the user to the token instance of interest based on the difference between the measured affective response and the predicted affective response.