Let's talk about behavioral finance. The "endowment effect" is a cognitive bias that many of us exhibit whereby we place more value on an object that we own than the same type of object owned by someone else. Think of it in terms of the car you own and love. So many great memories driving it. Naturally, you think more highly of it than the market is likely to -- this is the endowment effect. Learn how you can make yourself aware of this bias and make good personal finance decisions in spite of it.