Attachment Without Possession: Resolving the Wta/Wtp Disparity

Arul Mishra , University of Utah, USA
Himanshu Mishra , University of Utah, USA
Tamara Masters , University of Utah, USA
Loss aversion and mere-possession have been used as competing accounts to explain the disparity between willingness to accept and willingness to pay (WTA/WTP). To disentangle the process underlying the WTA/WTP disparity, we used a physiological manipulation by which an object was made to feel like a part of an individual’s body even when the individual did not own it.
[ to cite ]:
Arul Mishra , Himanshu Mishra , and Tamara Masters (2011) ,"Attachment Without Possession: Resolving the Wta/Wtp Disparity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 144.