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For Whom is Parting with Possessions More Painful? Cultural Differences in the Endowment Effect

William MadduxHaiyang YangCarl FalkHajo AdamWendi L. AdairYumi EndoZiv CarmonSteven J. Heine

出版	SSRN, 2020
URL	http://books.google.com.hk/books?id=ZvXazwEACAAJ&hl=&source=gbs_api

註釋

The endowment effect - the tendency for owners (potential sellers) to value objects more than potential buyers - is among the most widely studied judgment and decision-making phenomena. However, the current research is the first to explore whether the effect varies across cultures. Given previously demonstrated cultural differences in self-construals and self-enhancement, we predicted a smaller endowment effect for East Asians compared to Westerners. Two studies involving buyers and sellers of a coffee mug (Study 1a) and a box of chocolates (Study 1b) supported this prediction. Study 2 conceptually replicated this cultural difference by experimentally manipulating independent and interdependent self-construals. Finally, Study 3 provided evidence for a self-enhancement mechanism: Cultural differences emerged when self-object associations were made salient, but disappeared when self-object associations were minimized. Thus, the endowment effect may be influenced by the degree to which independence and self-enhancement (vs. interdependence and self-criticism) are culturally valued or normative.