The Price of Faith: Religion’S Role in the Endowment Effect

We propose a new explanation for the endowment effect, suggesting that sellers’ asking prices will be influenced by their religiosity and the associated religious teachings that remind the individuals to be content with what they have. We test our hypotheses with fourteen experiments and two secondary datasets.


Vivian Yue Qin, Richard Staelin, and Gavan Fitzsimons (2016) ,"The Price of Faith: Religion’S Role in the Endowment Effect", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 269-273.


Vivian Yue Qin, Duke University, USA
Richard Staelin, Duke University, USA
Gavan Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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