One of the reasons I love endowment effect so much is because it has been studied so many times. The last way to sort of conceptualize or understand what's happening with endowment effect came from Weaver and Frederick in 2012. What sort of one message you'd want our advisor listeners to take from our discussion of the endowment effect today? Where Advisors See Endowment Effects The MostThe endowment effect is not a quirk confined to sleep-deprived undergraduates and their coffee mugs. Why it matters: The endowment effect doesn't always dissolve through logic, but it often softens when kindness and humanity enter the transaction.