Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

The endowment-institutional affinity effect.

Gail Tom1

  • 1Department of Management, College of Business Administration, California State University, Sacramento, Sacramento, CA 95819, USA. tomgk@csus.edu

The Journal of Psychology
|June 29, 2004
PubMed
Summary
This summary is machine-generated.

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Mere exposure and the endowment effect on consumer decision making.

The Journal of psychology·2007
Same author

The role of overt head movement and attention in persuasion.

The Journal of psychology·2006
Same author

Body image, relationships, and time.

The Journal of psychology·2005
Same journal

"I Can't Get Rid of the Bad News…!" Doomscrolling and Subjective Vitality: Serial Mediation by Rumination and Hope.

The Journal of psychology·2026
Same journal

From Emotion Regulation Difficulties to Loneliness Over Time: A Three-Wave Longitudinal Mediation Test of Social Anxiety and Depressive Symptoms.

The Journal of psychology·2026
Same journal

Co-Parenting During Separation and After Divorce: Exploring Relational Aggression Towards the Former Romantic Partner and the Child(ren).

The Journal of psychology·2026
Same journal

Mechanisms of Trait Anxiety's Influence on College Students' Academic Procrastination: The Chain Mediation Role of Self-Control and Short Video Addiction.

The Journal of psychology·2026
Same journal

Is Likeability in the Eye of the Beholder? A Quasi-Experimental Study on Personality, Social Anxiety and the Need for Affiliation in Assessing the Likability of Socially Anxious Adults.

The Journal of psychology·2026
Same journal

Pushing and Pulling: Unraveling the Bidirectional Relationship Between Resilience and Benign and Malicious Envy Among Adolescents.

The Journal of psychology·2026
See all related articles

The endowment effect shows people value owned items more. Owning branded mugs increased college affinity, demonstrating a tandem endowment-affinity effect during attitude formation.

Area of Science:

  • Consumer Psychology
  • Behavioral Economics
  • Marketing

Background:

  • The endowment effect describes increased valuation of goods upon ownership.
  • This phenomenon influences consumer behavior and market pricing.
  • Understanding its impact on institutional affinity is crucial for marketing.

Purpose of the Study:

  • To investigate the endowment effect using branded and plain mugs.
  • To examine the relationship between the endowment effect and institutional affinity.
  • To determine if the tandem endowment-affinity effect occurs during attitude formation.

Main Methods:

  • Experimental design with three groups: endowed insignia mugs, endowed plain mugs, and non-endowed mugs.
  • Participants valued mugs differently based on ownership status.

Related Experiment Videos

  • Satisfaction ratings with the College of Business Administration were collected.

    • Main Results:

    • Students endowed with insignia mugs showed a higher endowment effect and institutional affinity.
    • The endowment effect was observed for both insignia and plain mugs.
    • The tandem endowment-affinity effect was evident at the attitude formation stage.

    Conclusions:

    • Ownership significantly impacts perceived value and institutional affinity.
    • Branded goods can enhance institutional connection through the endowment effect.
    • The combined endowment-affinity effect is most potent during initial attitude formation.