Definition
Endowment effect
The endowment effect is the tendency to value something more highly once you feel you own it. In retail it is why fitting rooms sell clothes: seeing a garment on your own body creates a sense of possession that a photograph of a model does not.
It is one of the better-established findings in behavioural economics, and physical retail has been designed around it for decades — hence the changing room, the tester counter and the test drive. Online fashion removed the mechanism and kept the expectation that people would buy anyway.
A try-on render is a partial restoration of that mechanism. It is not the same as holding the garment, and it would be overclaiming to say it is, but seeing a piece on a body that reads as yours is closer to ownership than a photograph of somebody else.
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