The common finding that selling prices exceed buying prices (the so-called endowment effect) is typically explained by the assumptions that consumers evaluate potential transactions with respect to their current holdings and that the owners of a good regard its potential loss to be more significant than nonowners regard its potential acquisition. In contrast to this “pain-of-losing” account, the authors propose that the endowment effect reflects a reluctance to trade on terms that appear unfavorable with respect to salient reference prices. In six experiments (and eight more summarized in appendixes), the authors show that manipulations that reduce the gap between valuations and reference prices reduce or eliminate the endowment effect. These results suggest that the endowment effect is often best construed as an aversion to bad deals rather than an aversion to losing possessions.
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