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On the Heritability of Consumer Decision Making: An Exploratory Approach for Studying Genetic Effects on Judgment and Choice

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  • Itamar Simonson
  • Aner Sela

Abstract

While constructed preferences have received a great deal of attention, there has been virtually no research regarding the genetic basis of consumer judgment and choice. In this research, we examine a wide range of previously unexplored heritable effects on consumer choices and judgments. Moreover, whereas prior research on heritable traits has typically employed a piecemeal approach, demonstrating each heritable trait separately, we propose an alternative way to simultaneously explore common mechanisms and links among heritable traits and behaviors. Using a classic twins study design, we find a large heritable effect on preferences for (a) compromise (but not dominating) options, (b) sure gains, (c) an upcoming feasible, dull assignment, (d) maximizing, (e) utilitarian options, and (f) certain products. Conversely, we do not find significant heritable effects regarding judgment heuristics, discounting, and other decision problems. We tentatively propose that the pattern of findings might reflect a generic heritable individual difference relating to "prudence." We discuss the implications of our research with respect to the determinants of preferences and future research on heritable aspects of judgment and choice.

Suggested Citation

  • Itamar Simonson & Aner Sela, 2011. "On the Heritability of Consumer Decision Making: An Exploratory Approach for Studying Genetic Effects on Judgment and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 951-966.
    • Handle: RePEc:oup:jconrs:doi:10.1086/657022
    DOI: 10.1086/657022
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    Cited by:

    1. Saad, Gad & Sejean, Richard & Greengross, Gil & Cherkas, Lynn, 2020. "Are identical twins more similar in their decision making styles than their fraternal counterparts?," Journal of Business Research, Elsevier, vol. 120(C), pages 638-643.
    2. Nicos Nicolaou & Scott Shane, 2019. "Common genetic effects on risk-taking preferences and choices," Journal of Risk and Uncertainty, Springer, vol. 59(3), pages 261-279, December.
    3. Collado, M. Dolores & Ortuño-Ortín, Ignacio & Romeu, Andrés, 2012. "Intergenerational linkages in consumption patterns and the geographical distribution of surnames," Regional Science and Urban Economics, Elsevier, vol. 42(1-2), pages 341-350.
    4. Ari Hyytinen & Pekka Ilmakunnas & Edvard Johansson & Otto Toivanen, 2019. "Heritability of lifetime earnings," The Journal of Economic Inequality, Springer;Society for the Study of Economic Inequality, vol. 17(3), pages 319-335, September.
    5. repec:cup:judgdm:v:11:y:2016:i:2:p:126-146 is not listed on IDEAS
    6. David Cesarini & Magnus Johannesson & Patrik K. E. Magnusson & Björn Wallace, 2012. "The Behavioral Genetics of Behavioral Anomalies," Management Science, INFORMS, vol. 58(1), pages 21-34, January.
    7. Samuel Guillemot, 2018. "Intergenerational transmission in consumer behaviour: An integrative conceptual framework and future research directions," Post-Print hal-02466675, HAL.
    8. Nathan N. Cheek & Barry Schwartz, 2016. "On the meaning and measurement of maximization," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(2), pages 126-146, March.
    9. Hristina Nikolova & Cait Lamberton, 2016. "Men and the Middle: Gender Differences in Dyadic Compromise Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 355-371.
    10. Raphael Thomadsen & Robert P. Rooderkerk & On Amir & Neeraj Arora & Bryan Bollinger & Karsten Hansen & Leslie John & Wendy Liu & Aner Sela & Vishal Singh & K. Sudhir & Wendy Wood, 2018. "How Context Affects Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(1), pages 3-14, March.
    11. Aspara, Jaakko & Van Den Bergh, Bram, 2014. "Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged products," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 117-121.
    12. Ale Smidts & Ming Hsu & Alan Sanfey & Maarten Boksem & Richard Ebstein & Scott Huettel & Joe Kable & Uma Karmarkar & Shinobu Kitayama & Brian Knutson & Israel Liberzon & Terry Lohrenz & Mirre Stallen , 2014. "Advancing consumer neuroscience," Marketing Letters, Springer, vol. 25(3), pages 257-267, September.
    13. Kettlewell, Nathan & Tymula, Agnieszka, 2021. "The Australian Twins Economic Preferences Survey," IZA Discussion Papers 14702, Institute of Labor Economics (IZA).
    14. Sowon Ahn & Juyoung Kim & Young-Won Ha, 2015. "Feedback weakens the attraction effect in repeated choices," Marketing Letters, Springer, vol. 26(4), pages 449-459, December.
    15. Hyytinen, Ari & Ilmakunnas, Pekka & Johansson, Edvard & Toivanen, Otto, 2013. "Heritability of Lifetime Income," MPRA Paper 46326, University Library of Munich, Germany.

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