The Endowment Effect and the Individualistic Society

In the book, I speculate on mark or on the individualism and the endowment effect about how. we kind of think of ourselves as so important and so unique. If something is ours, it makes that thing a little bit special because it's mine. And so that makes me way, put more weight on it. But if you're not in a place where the self isn't so important, then it's not as important as you don't attach that selfness to your stuff. That's why it might be less in Japan.