The sellers reported a median value of $7.12 for the mug; the buyers valued the mug at $2.88; and the choosers valued the mug at $3.12. It is interesting that in this exercise, being a buyer or a chooser resulted in very similar evaluations of worth of the mug. However, owning the mug (the sellers) created a much greater sense of the mug’s worth. In this case, it was approximately 40 percent greater than the market (or retail) value of the mug.