Wanting More But Liking Less: Counter-Driving Motivational and Appraisal Elements of Value

Ab Litt, Stanford University, USA
Uzma Khan, Stanford University, USA
Baba Shiv, Stanford University, USA
The endowment effect’s value judgment differentials may often reflect desire-based thinking in the absence of ownership (“How much do I want that?”), versus appeal appraisal when ownership is present (“How much do I like this?”). We demonstrate how frustrating product denial can concurrently counter-drive these constituents of value, establishing disparities opposite to those expected from the endowment effect. Parallel wanting-enhancement/liking-attenuation also generalized to different products in different categories, with only brand-name shared with a “jilted” target. Interaction with felt affect-intensity suggests coupling differences between distinguishable valuation sub-systems are key to predicting wanting-liking differentials consistent or inconsistent with the endowment effect.
[ to cite ]:
Ab Litt, Uzma Khan, and Baba Shiv (2010) ,"Wanting More But Liking Less: Counter-Driving Motivational and Appraisal Elements of Value ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 107-110 .