Born to shop? A genetic component of deal proneness

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

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)48-53
Number of pages6
JournalJournal of the Association for Consumer Research
Volume6
Issue number1
DOIs
StatePublished - Jan 2021

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

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