Journal of Consumer Research 2003

The Limits of Fungibility: Relational Schemata and the Value of Things

A. Peter McGraw¹; Philip E. Tetlock^2,3; Orie V. Kristel

¹ University of Colorado Boulder · ² University of Pennsylvania · ³ University of California, Berkeley

Abstract

Four experiments test predictions on endowment and mental accounting effects of a theoretical perspective that stresses the symbolic-relational significance for consumer transactions and that posits the placement of qualitative boundaries on fungibility. Although people accepted proposals to buy objects acquired in market-pricing relationships as routine, the same proposals in communal-sharing, authority-ranking, and equality-matching relationships triggered distress and erratically high dollar valuations. Symbolic ownership history also moderated valuations in a purely market setting, and the effects of symbolic-relational source of income extended even to spending decisions. Examination of the model's ordinal predictions revealed stronger effects for equality-matching than for authority-ranking relationships.

DOI

10.1086/376805

Sources

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