"Endowment effect" nghĩa là gì?

'Endowment effect' nghĩa là 'hiệu ứng sở hữu' đề cập đến khuynh hướng cảm xúc khiến các cá nhân định giá một đối tượng sở hữu cao hơn, thường là phi lí, so với giá trị thị trường của nó.

Ví dụ

Mastery: Give your consumers non-transferrable rewards for using your products and engaging with your content. Ideally, these rewards require public displays of affinity or small (non-monetary) sacrifices to exploit the endowment effect (overvaluing losses) and familiarity effect (overvaluing affinity). For example, Hasbro’s brand Magic, first released in 1993, grew 30% year-on-year in 2019 on the back of innovative products like Secret Lair, which are short-notice, 24-hours exclusives requiring a “digital queue” to purchase.

Further successful examples are the so-called “endowment effect” and the “decoy effect,” in which we see a higher willingness to pay for services or products that customers already “own.” Present potential members with a pre-selected list of content at specific price points, and require them to remove benefits they do not wish to pay for: This will likely generate more income than asking members to add benefits to an empty list. You may even want to include a package for which you expect very few people to sign up, whose sole purpose is to serve as a “decoy” and attract the member to the remaining packages, which seem to offer much more attractive benefits and value for money in comparison, both for the member as well as for the greater good.

One of the most pervasive cognitive hangups is the endowment effect. It's exhibited whenever you place inordinate value on something you possess. For example, you want more for your house or used car than the market's price, just because you owned it. Your irrational reasoning is that you don't know whether the market price is "correct". That makes you feel there's a risk you might undersell. You might feel the same way about your current job role. If you give it up for a leadership role, you're not sure how things will turn out. Thinking this way, you overvalue that current position, especially if the writing's on the wall.

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