在禀赋效应的任务范式中，卖家首先需要具备或建立对物品的心理所有权，然后再给 出愿意接受的出售该物品的价格（willingnessto accept, WTA）。目前对心理所有权的有效形 成方式和内部形成机制的研究还比较简单，需要进一步细化验证逻辑和任务设计进行考察。 本研究将自我参照记忆效应实验范式和心流体验任务引入定价范式中，通过两个分研究， 探索心理所有权形成的认知与情感机制，以及对WTA的影响。 研究一采集 112 名被试的有效数据，通过实验法探索自我参照记忆和心流体验对心理 所有权和 WTA 的影响。实验通过定向任务操纵自我参照记忆，通过不同难度的产品体验 游戏操纵心流体验，构成 2（定向任务：自我参照 vs. 产品参照）×2（心流任务难度：低 难度 vs. 高难度）被试间设计，因变量为心理所有权和 WTA。通过双因素方差分析与简单 效应分析得到：（1）定向任务和心流任务难度对心理所有权的主效应显著、交互作用显著。 自我参照定向加工时，相比高难度心流任务组，低难度心流任务组的卖家的心理所有权更 高；产品参照定向加工时，高、低难度心流任务的卖家都产生较高的心理所有权。（2）定 向任务和心流任务难度对 WTA 的交互作用显著。自我参照定向加工时，相比高难度心流 任务组，低难度心流任务组的卖家的 WTA 更高；产品参照定向加工时，高、低难度心流 任务的卖家都给出较高 WTA。 研究一通过定向任务发现，自我参照定向加工时，不同心流水平下的心理所有权和 WTA 不同；但产品定向加工时，不同心流水平下的心理所有权和 WTA 差异不显著。由于 心流任务只做了与产品相关的任务，尚不能系统解释这一差异。这成为研究二要解决的问 题。研究二在研究一的基础上，定向任务只考虑了自我参照加工，但体验游戏任务增加了 与产品无关的任务类型，构成 2（心流任务类型：产品相关 vs. 产品无关）×2（心流任务 难度：低难度 vs. 高难度）被试间设计，因变量为心理所有权和 WTA。实验共采集到 115 名被试的有效数据，通过双因素方差分析与简单效应分析发现：（1）心流任务难度与心流 任务类型对心理所有权的主效应显著、交互作用显著。体验游戏与产品相关时，相比高难 度心流任务组，低难度心流任务组的卖家的心理所有权更高，这与研究一的结果相同。体 验游戏与产品无关时，高、低难度心流任务的卖家都产生较高的心理所有权。（2）心流任 务难度与心流任务类型对 WTA 的交互作用显著。体验游戏与产品相关时，相比高难度心 流任务组，低难度心流任务组的卖家的 WTA 更高；体验游戏与产品无关时，高、低难度 心流任务的卖家都倾向给出较高的 WTA。 综上，研究表明卖家的心理所有权受到自我参照记忆、心流体验的影响，并且 WTA 与 心理所有权具有一致的变化趋势。对产品信息做自我参照，低难度心流任务卖家的心理所 有权、WTA 更高；体验游戏的心流任务类型与产品相关时，低难度心流任务卖家的心理所 2 有权、WTA 更高。本研究的结果为建立产品与消费者自我的关联、考察禀赋效应的形成原 因、设计良好的交易体验等方面提供了决策依据。

At present, there are few researches on the effective manipulation mode and internal formation mechanism of psychological ownership, which need to further refine the verification logic and task design. In this study, the experimental paradigm of self-referential memory effect and flow experience task were introduced into the pricing paradigm. Through two experiments, this study explored the cognitive and emotional approaches of psychological ownership formation, and its impact on WTA. In study 1, valid data were collected from 112 subjects to explore the cognitive and emotional ways of establishing psychological ownership. The experiment set word judgment problems with different orientations to manipulate self-referential memory, and added products with different difficulties to experience games to manipulate flow experience, using 2 (directed task: selfreference vs. product reference) ×2 (flow task difficulty: low difficulty vs. high difficulty) between-subject design. Dependent variables were psychological ownership and willingness to accept price. Through two-way ANOVA and simple effect analysis, it is concluded that: (1) the main effect and interaction of directed task and flow task on psychological ownership are significant. Under self-reference condition, compared with the high difficulty flow task group, the sellers in the low difficulty flow task group had higher psychological ownership. In product reference situation, sellers with both high and low difficulty flow tasks have high psychological ownership. (2) Directed task and flow task have significant interaction effects on WTA. When selfreferenced, sellers in the low difficulty flow task group had higher WTA than those in the high difficulty flow task group. For product reference, sellers with both high and low difficulty flow tasks gave high WTA. In the first study, we found that the psychological ownership and WTA were different at different flow levels during self-referential processing. However, there was no significant difference between psychological ownership and WTA at different flow levels during product processing. Since flow tasks only do product-related tasks, it is not yet possible to explain this difference systematically. This becomes the question to be addressed in study two. Based on study 1, Study 2 only considered self-referential processing in the directed task, and 4 added product unrelated task types to the experience game, in order to form 2 (flow task types: product related vs. product unrelated) ×2 (flow task difficulty: low difficulty vs. high difficulty) between-subject design. Dependent variables were psychological ownership and WTA. The valid data of 115 subjects were collected in the experiment. Through two-way ANOVA and simple effect analysis, it is concluded that: (1) Flow task and flow task type have significant main effect and interaction on psychological ownership. When the game experience related to the product, sellers in the low difficulty flow task group had higher psychological ownership than those in the high difficulty flow task group. When playing the game unrelated to the product, sellers of both high and low difficulty flow tasks had high psychological ownership. (2) Flow task and flow task type have significant interaction effect on WTA. When playing the game related to the product, sellers in the low difficulty flow task group had a higher WTA than those in the high difficulty flow task group. Sellers of both high and low difficulty flow tasks tended to give high WTA when the experience was unrelated to the product. In conclusion, the research shows that sellers' psychological ownership is affected by selfreferential memory and flow experience, and the willing to accept price and psychological ownership have the same changing trend. With self-reference of product information, seller experiencing low difficulty flow task have higher psychological ownership and WTA. When the type of flow task in the game is related to the product, sellers experiencing low difficulty flow task have higher psychological ownership and WTA. The theoretical discussion and experimental researches of this study provide the basis for establishing the correlation between products and consumers, investigating the formation reasons of endowment effect and designing good trading experience.