Fig. 4.

Insula activation during selling mediated the effect of recruited experience (point estimate: −0.368; 95% CI: −1.287 to −0.016) (A) and experimentally manipulated experience (point estimate: −0.148; 95% CI: −0.359 to −0.025) (B) on the endowment effect. The numbers in parentheses indicate the regression coefficient without the mediating variable. All Study 1 regressions included sex, income, and task order as covariates; coefficients and significance levels differ slightly from those presented in Results because of averaging over measurements within each subject. Study 2 regressions included median centered age and item set order as covariates. Full results are presented in Tables S1 and S2. ^†P < 0.1; *P < 0.05; **P < 0.01 (two-tailed).