Title: Understanding the Willingness to pay – Willingness to accept gap: Materialism as a moderator of the endowment effect
Authors: Lens, Inge
Pandelaere, Mario #
Issue Date: 2008
Conference: EMAC edition:37 location:Brighton, UK date:27-30 May 2008
Abstract: A discrepancy exists between people’s willingness to pay and willingness to accept. This paper proposes materialism as a moderating factor of this endowment effect. In two experiments evidence is found for a differential influence of chronic materialistic values on buying and selling prices. Materialistic sellers demand higher prices for endowments than less materialistic sellers. Materialistic values, however, do not predict buying prices. In addition, evidence is found that materialistic advertisements may increase the WTP-WTA gap over and above chronically accessible materialistic values.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Leuven School for Mass Communication Research
# (joint) last author

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