the amount of reward we believe we deserve
this perception is formulated from previous relationship experience and from the media
over time we gather more relationship experience and more experience of social norms so our CL will change as we acquire more 'data'
High CL = we believe we deserve a lot of reward in a relationship
Low CL = we believe we deserve little or no reward in a relationship. we may only accept costs
Linking to self-esteem: people with low self esteem may be more likely to have a low comparison level