Contagious Endowment Effect

Tae-Hyung Pyo, SUNY New Paltz, USA
JaeHwan Kwon, Baylor University, USA
Thomas Gruca, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
The endowment effect has traditionally been studied as a fairly static phenomenon at a transaction level of analysis. We propose that the endowment effect is dynamic and can be transferred from one transaction to another. We report the results of both a controlled laboratory experiment and a field study.
[ to cite ]:
Tae-Hyung Pyo, JaeHwan Kwon, Thomas Gruca, and Dhananjay Nayakankuppam (2016) ,"Contagious Endowment Effect", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 597-598.