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 Origins of the Coffee Mug Study

The classic mug study demonstrating its potency came about a decade later in collaboration with another economics Nobel laureate, Danny Kahneman. The idea was to find a simple object that had some value to students and then place that object on every other desk at Cornell. Richard Thaler: "There have now been hundreds of endowment effect experiments and they all use coffee mugs"

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