Understanding the Role of Materialism in the Endowment Effect

Past research documents an asymmetry between willingness to pay and willingness to accept. We propose that materialism moderates this ‘endowment effect’. In three experiments evidence is found for a differential influence of materialism on WTP and WTA. Materialistic sellers demand higher prices for an endowment than less materialistic sellers. Material values do not predict buying prices. Increasing the attachment to material values with a mortality salience procedure augments the endowment effect even more, especially for materialists. The influence of materialism cannot be attributed to a mood effect or to an increased desirability of endowments in materialistic sellers.


Inge Lens and Mario Pandelaere (2009) ,"Understanding the Role of Materialism in the Endowment Effect", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 658-659.


Inge Lens, Catholic University Leuven, Belgium
Mario Pandelaere, Catholic University Leuven, Belgium


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food

Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand

Read More


Repeat Performances Decrease Consumer Perceptions of Authenticity

Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA

Read More


J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.