The Endowment Effect Lab

A 30-minute experimental-replication simulation of the WTA/WTP gap (Kahneman-Knetsch-Thaler 1990), stress-tested against List 2003 (trader experience) and Plott-Zeiler 2005 (careful elicitation), then applied to a Helio Verde brand-portfolio reallocation crisis where participants design org-design interventions to recover EBITDA uplift lost to managerial loss aversion.