| Summary: | 碩士 === 國立臺灣大學 === 心理學研究所 === 105 === Endowment effect means that when an individual have an endowment, usually the estimated price of the endowment would be higher than whose price without it. Previous researches indicated that ownership made the link between the owner and the endowment, so that the positive self-evaluation would transfer from owner to endowment making the estimated price of owner enhance. From the “social entity” point of view, people would treat their stuff as other people, so in some situations endowments would affect them by the link between them and make the estimated price go down. This study made the experience of failure in a cognitive task relate to a neutral endowment, and observe whether individuals who is different in need for cognition would act differently because of the effect of the experience on self-esteem differently. With the extension of research using Eastern culture participants in endowment effect topic, this study recruited 99 Taiwan college students for testing proposed hypotheses. Results showed that (1) negative feedback of the cognitive task showed stronger impact on participants’ self-esteem who is high in need for cognition. (2) Taiwanese college students showed endowment effect on blank mugs. (3) After experiencing self-threat, participants high in need for cognition only showed a little self-enhancement by price-estimating procedure, but those who low in need for cognition didn’t. This finding is slightly different from previous results in Western culture. (4) When endowment was related to self-threat experience, the endowment effect on that endowment was erased. This study will be beneficial to explain the situation violating the endowment effect in day life and expanding the understanding of mechanism of the endowment effect.
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