Do I Value It Because I Own It Or Because I Am Averse to Losing Things? the Effects of Identity, Self-Threat, and Gender on the Endowment Effect

Sara Loughran Dommer, University of Pittsburgh, USA
Vanitha Swaminathan, University of Pittsburgh, USA
Recent research has tried to disentangle the self-enhancement account from the loss aversion account in explaining the endowment effect. We suggest that the identity-consistent nature of a good, combined with self-threat can separate these two accounts. Our results suggest that the underlying mechanism of the endowment effect depends on gender.
[ to cite ]:
Sara Loughran Dommer and Vanitha Swaminathan (2011) ,"Do I Value It Because I Own It Or Because I Am Averse to Losing Things? the Effects of Identity, Self-Threat, and Gender on the Endowment Effect", 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: 595-596.