10-F: Choice of Ownership – How Choosing Enhances the Endowment Effect on Product Pricing and Evaluation

Daniel Sun, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
We all have possessions but not all of our possessions are valued equally. The initial choice of ownership may trigger subsequent differential connections to a particular possession. This research investigates the effect of choice on product ownership in terms of both pricing and evaluation.
[ to cite ]:
Daniel Sun and Mehdi Mourali (2017) ,"10-F: Choice of Ownership – How Choosing Enhances the Endowment Effect on Product Pricing and Evaluation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1061-1061.