Contagious Endowment Effect

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 597-598.


Tae-Hyung Pyo, SUNY New Paltz, USA
JaeHwan Kwon, Baylor University, USA
Thomas Gruca, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA


NA - Advances in Consumer Research Volume 44 | 2016

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