The Moderating Effect of Product Familiarity on the Endowment Effect

The endowment effect is a robust finding in the behavioral decision-making field. Previous research has demonstrated different factors influencing the endowment effect, such as, the effect of ownership history, transaction demands, and the presence of a reference price. This research focused on product familiarity and its impact on the endowment effect. Our findings indicated that the magnitude of the endowment effect may be influenced by product familiarity. These findings were drawn from 410 participants in two experiments that support our hypothesis that the endowment effect will be small when consumers have a higher level of product familiarity.


Ya-Chung Sun, Chien-Huang Lin, Yin-Hui Cheng, and Shih-Chieh Chuang (2009) ,"The Moderating Effect of Product Familiarity on 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: 974-975.


Ya-Chung Sun, Vanung University, Taiwan
Chien-Huang Lin, National Central University, Taiwan
Yin-Hui Cheng, National Penghu University, Taiwan
Shih-Chieh Chuang, National Chung Cheng University, Taiwan


NA - Advances in Consumer Research Volume 36 | 2009

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