10-M: Ownership Polarization: an Alternate Account of the Endowment Effect

Colleen Giblin, Carnegie Mellon University, USA
Carey Morewedge, Boston University, USA
We find that merely associating an experience with the self in turn polarizes evaluations: the good things in life seem even better, but the bad things seem even worse. This finding is inconsistent with previous theory, supporting a new perspective on the cognitive framing effects of ownership.
[ to cite ]:
Colleen Giblin and Carey Morewedge (2017) ,"10-M: Ownership Polarization: an Alternate Account of the Endowment Effect ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1028-1028.