Chatterjee, Promothesh; Irmak, Caglar; Rose, Randall L. - In: Journal of Consumer Research 40 (2013) 3, pp. 460-460
The discrepancy between willingness to pay (WTP) and willingness to accept (WTA) for a product, referred to as the endowment effect, has been investigated and replicated across various domains because of its implications for rational decision making. The authors assume that implicit processes...