psychology
Endowment effect
Also: Endowment bias
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Where to encounter it
Read about Endowment effect in Predictably Irrational by Dan Ariely — the primary source in the Read Stacks library.
Get the book: Predictably Irrational on Amazon
“The effect is consistent, well-replicated, and contradicts the rational-agent assumption that the value of an item is independent of who owns it.”