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The article refers to the issue of the endowment effect, which acts as a mechanism that influences valuation. The paper's main aim is to verify the endowment effect phenomenon for branded, fast-moving consumer goods. The subject of this paper also includes examining whether short-term possession, generates the endowment effect. It also studies how the possibility of using a product influences the power of the examined phenomenon. In order to verify the proposed hypothesis, an economicdoi:10.1515/fiqf-2016-0109 fatcat:isc33zq45ngvhihiemjpxa6npm