It is a hypothesis that people ascribe more value to things because they own them.
-"Free refund within trial period"
http://www.spring.org.uk/2013/03/the-endowment-effect-why-its-easy-to-overvalue-your-stuff.php
Marketing strategy : let the customers own it before asking them to judge if the goods are worth buying.
eg, service free trial, extra benefits on first transaction
hmmmm........
healthcare as part of business
#thinkinghardtoretaincustomers
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