Research by Chu and Shu reveals that mementos play a significant role in decision-making, particularly regarding the emotional pain associated with parting from possessions. Their studies indicate that allowing individuals to keep a small symbol of an item can help lessen the psychological burden of giving it up. In essence, mementos serve not just as physical reminders but as tools that enable us to maintain a sense of ownership and emotional connection even after we part with our belongings.
But what if this pain could be numbed? Would we be less attached to them, and feel less of a sense of psychological ownership? Would we be better able to say goodbye?
Their research asks two crucial questions: If people are allowed to keep a symbol of the product as a keepsake, would this help lessen the emotional aversion to losing it?
Recent research by Charlene Chu of Chapman University and Suzanne B. Shu or Cornell University recently explored this idea. Their findings suggest a powerful analgesic for this pain: mementos.
The endowment effect influences how we value our possessions, and mementos can facilitate our ability to let go without losing the emotional connection.
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