When Is Life Like a Box of Chocolates?: Providing Multiple Units of a Good Attenuates the Endowment Effect

Previous endowment effect studies have examined situations in which people confront only a single unit of a good (e.g. one chocolate). We contrast single-unit experimental conditions with multiple-unit conditions in which participants confront several units of a good (e.g., five chocolates). We observe standard endowment effects with single units but substantially attenuated endowment effects with multiple units. Importantly, endowment effects arise consistently for single unit conditions – even as the definition of a unit is markedly altered. For instance, participants holding one chocolate show an endowment effect, but so do participants holding one box of (many) chocolates.


Katherine Burson, David Faro, and Yuval Rottenstreich (2010) ,"When Is Life Like a Box of Chocolates?: Providing Multiple Units of a Good Attenuates the Endowment Effect", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 494-494 .


Katherine Burson, University of Michigan, USA
David Faro, London Business School, UK
Yuval Rottenstreich, Stern School of Business, New York University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures

Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA

Read More


Mediation as a Multi-Dimensional Process of Brand-Related Interaction

Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School

Read More


C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

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.