On the social nature of nonsocial perception: the mere ownership effect

The assumption of the present research was that ownership of an object causes the owner to treat the object as a social entity because ownership creates a psychological association between the object and the owner. Three experiments investigated whether Ss would evaluate an object more favorably merely because they owned it, a bias analogous to other self-serving biases people display. Study 1 confirmed the existence of this mere ownership effect. Study 2 showed that the effect was not due to Ss having greater exposure to an owned object relative to an unowned object. Study 2 showed that the effect may be a specific instance of a general tendency of people to make self-enhancing judgments.