Mementos and the endowment effect

This research provides evidence for a new moderator of the endowment effect: having memento endowed object. Three studies adapting classic effect paradigms and using variety objects mementos demonstrate that an increases willingness to trade decreases selling prices endowment. We provide attenuate regardless whether is separate small gain when facing loss or part original kept. Examining in context not only insight into psychology underlying reluctance with one's but also other consumer disposition behaviors.