In the iPad condition, the endowment effect thrived. On average, test participants using the tablet wanted to sell their item for significantly more than those using the laptop (roughly $213 to $154). Pressing a finger against a digital image on a fake website in a laboratory–that’s all it took to make people feel like they owned an item, and to value it more as a result.
So, perhaps, the smartest way to save money this “Black Friday” is to not use an iPad. I’m screwed.