The endowment effect refers to the fact that people tend to rate the value of things they own or to which they are emotionally attached higher than the value of comparable things they do not own. This effect was first described in the 1980s by psychologists Richard Thaler, Daniel Kahneman and Jack Knetsch.

In neuromarketing, the endowment effect can be used to increase the value of a product in the eyes of the potential customer. One option is to give the customer the product before they decide to buy it, as they will already have formed an emotional attachment to it and are more likely to keep it and therefore buy it.

Another option is to get the customer to personalise or customise the product, for example by having their name printed on the product. This strengthens the emotional bond and the customer will be more willing to pay a higher price for the product as they see it as "theirs".