Virtual Endowment: How Location and Duration of Virtual Ownership Influence Valuation

Elisa K. Chan, Cornell University, USA
Aner Tal, Cornell University, USA
We examined the endowment theory in an online context and with virtual ownership. We found that simply putting an online product on a webpage versus in an online shopping cart triggers different willingness to pay. Our study suggested that general and personal virtual shopping cart elicited different perceived values.
[ to cite ]:
Elisa K. Chan and Aner Tal (2012) ,"Virtual Endowment: How Location and Duration of Virtual Ownership Influence Valuation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1130-1130.