Born to Shop? A Genetic Component of Deal Proneness

Robert M. Schindler, Vishal Lala and Jeanette E. Taylor

Journal of the Association for Consumer Research, 2021, vol. 6, issue 1, 48 - 53

Abstract: Past research indicating that deal-prone consumers are likely to have one or more deal-prone parents has suggested that there may be genetic factors involved in the appeal of retail sales promotions. We report the results of a study of monozygotic and dizygotic same-gender twins that indicate a role of hereditary factors in the degree of consumer interest for at least some types of promotional deals.

Date: 2021
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