Depends on the content in question and the company I am buying from.
Extra mission packs, story dlc, or mini-expansion (in line of Crusader Kings 2) all usually get bought as it's more content to play and a reason to revisit a game that I particularly enjoy, so long as there's enough content offered to justify the asking price. The only difference i see here between buying this and the typical expansion pack is that DLC usually is a smaller package, with a proportionally smaller price tag.
Cosmetic stuff like extra art assets or new outfits for characters depends highly on the company itself and the method of delivery. New art assets made post launch are much easier to justify than extra costumes already on the disk that I bought but are locked out. And I have to enjoy the game heavily to even consider it. I have to be constantly coming back to it to want new art assets. Paradox games are probably the only thing I ever buy art stuff for because I spend typically hundreds of hours in them, so I may as well get the most out of the experience with new sprites, flags and character portraits.
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