Tom Gail
Department of Management, College of Business Administration, California State University, Sacramento, Sacramento, CA 95819, USA.
J Psychol. 2004 Mar;138(2):160-70. doi: 10.3200/JRLP.138.2.160-170.
The endowment effect occurs when ownership of a good leads consumers to value the good more than its market value. Students who were given College of Business Administration insignia mugs to keep valued them significantly more than students who were given the same mugs to examine and return (nonendowment condition). The endowment effect also occurred for plain white mugs. Students who were given plain white mugs to keep valued them more than students who were given the same mugs to examine and return. Ownership of insignia mugs not only resulted in the endowment effect but also resulted in an institutional affinity effect: Students provided higher satisfaction ratings with the College of Business Administration than did students endowed with plain white mugs and students in nonendowed conditions. This study demonstrates the impact of the endowment effect on institutional affinity for insignia goods. However, the tandem endowment-affinity effect occurs at the attitude formation stage, not when an attitude has already been formed.
当对某商品的所有权致使消费者对其估值高于市场价值时，禀赋效应就会出现。得到工商管理学院徽章马克杯并可留作己用的学生，对这些杯子的估值显著高于那些得到同样的杯子以供查看后归还的学生（非禀赋条件）。素白马克杯也出现了禀赋效应。得到素白马克杯并可留作己用的学生，比得到同样的杯子以供查看后归还的学生对其估值更高。徽章马克杯的所有权不仅产生了禀赋效应，还产生了一种机构亲和力效应：与得到素白马克杯的学生以及处于非禀赋条件下的学生相比，得到徽章马克杯的学生对工商管理学院给出了更高的满意度评分。这项研究证明了禀赋效应对徽章类商品机构亲和力的影响。然而，禀赋 - 亲和力的串联效应发生在态度形成阶段，而非态度已经形成之时。
