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

People tend to place a higher value on things they already own. The endowment effect was noticed in 1980 by Nobel Prize winning economist Richard Thaler. Once we own something, thinking about selling it feels like a loss. Whereas when we don't own it yet, the chance to get it feel like a gain.

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