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Born to Shop? A Genetic Component of Deal Proneness

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  • Robert M. Schindler
  • Vishal Lala
  • Jeanette E. Taylor

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.

Suggested Citation

  • Robert M. Schindler & Vishal Lala & Jeanette E. Taylor, 2021. "Born to Shop? A Genetic Component of Deal Proneness," Journal of the Association for Consumer Research, University of Chicago Press, vol. 6(1), pages 48-53.
    • Handle: RePEc:ucp:jacres:doi:10.1086/710244
    DOI: 10.1086/710244
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