物品連結認知作業表現不佳的經驗對稟賦效果的影響──以認知需求為調節

Abstract

稟賦效果(endowment effect)指的是當個體擁有一樣物品時，對該物品價格的 評估會高於未擁有者。過去研究認為「擁有」會構成「人與物的連結」，自我的 正向價值會藉此連結傳遞到擁有物上，而使擁有者提高其價格。「社會實體」觀 點認為，人會視自己的物品如同他人，故在某些條件下，擁有物也能藉此連結影 響個體，而削去或減弱稟賦效果。本研究藉由「認知作業表現不佳」的經驗與中 性物品連結，觀察不同「認知需求」的個體，是否會因經驗對自尊的影響不同而 有不同的反應。本研究招募 99 個台灣大學生，希望能擴充稟賦效果在東方文化 參與者的研究成果。結果顯示：(1)認知作業負回饋經驗，對高認知需求的參與 者影響較大； (2)台灣大學生對空白馬克杯表現出稟賦效果； (3)經歷與物品無 關的自尊威脅經驗後，高認知需求者會借估價程序進行微小的自我提升，與過去 西方研究結果稍有不同； (4)若物品與自尊威脅經驗連結時，會消除該物品的稟 賦效果。本研究有助於解釋日常生活中違反稟賦效果的某些現象，也有助於加深 對稟賦效果機制的理解。

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.