Choiceology with Katy Milkman cover image

Love the Mug You’re With: With Guests Joel Platt, Sally Sadoff & Richard Thaler

Choiceology with Katy Milkman

CHAPTER

The Endowment Effect: How It Costs Money

In an experiment, people who had randomly been assigned to have a mug on their desk mostly kept them and the people who didn't get a mug mostly didn't buy any. This is known as the endowment effect. Professor Sally Sadeoff: Could we harness this bias of theendowment effect to make these bonuses more powerful? We gave teachers $4,000 at the beginning of the year; they could put it in their bank account, cash it, use the money. But at the end of the year, if their students hadn't met their performance targets, they would have to pay us the difference between that bonus and what they'd earned.

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