Reversing the endowment effect

When given a desirable item, people have a tendency to value this owned item more than an equally-desirable, unowned item. Conversely, when the endowed item is undesirable, in some circumstances people have a tendency to swap it for an equally undesirable item, a phenomenon known as the reversed endowment effect. The fact that the endowment effect can reverse for undesirable items has been taken as evidence against loss aversion being the underlying cause of the endowment effect. This study represents the first time that the reversed endowment effect has been observed for choices with real consequences. However, we find that the reversed endowment effect occurs only when participants’ ability to compare the available choice options is limited. We further show that these endowment reversals can also be induced for choices between desirable options and removed for choices between undesirable options by manipulating the expectations participants have when making a choice. Finally, we show that our data, including endowment reversals, can in principle be explained by loss aversion.