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

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.


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 .


Ab Litt, Stanford University, USA
Uzma Khan, Stanford University, USA
Baba Shiv, Stanford University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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