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.
All Science Journal Classification (ASJC) codes
- Applied Psychology
- Economics and Econometrics