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Finally , one of my favorite and top Behavioral  Economist Richard H Thaler from University of Chicago won the 2017 Nobel Laureate in Economics , joining other top behavioral economist like Robert J. Shiller and  Daniel Kahneman  in the list of Nobel Laureate.
He has been recognized by many insightful research link to economic decision and psychology like Endowment Effect “ and “ Mental Accounting “ and also a writer of many best-selling books in economics and behavioral finance.

Concept Explained : from Investopedia
DEFINITION of ‘Endowment Effect’
In behavioral finance, the endowment effect describes a circumstance in which an individual values something which they already own more than something which they do not yet own. Sometimes referred to as divestiture aversion, the perceived greater value occurs merely because the individual possesses the object in question. Investors, therefore, tend to stick with certain assets …