On the Heritability of Consumer Decision Making

An Exploratory Approach for Studying Genetic Effects on Judgment and Choice

Datos Bibliográficos

ID2222073
AutoresItamar Simonson (0000-0002-0223-2273, Stanford University), Aner Sela (0000-0002-2272-2077)
Año2011
Volumen37
Número6
Páginas951-966
Fecha de publicación2011-04-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/657022
OpenAlexW1972668021
IdiomaEN
Citas recibidas8
Referencias citadas83

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

Biology · Cognitive psychology · Compromise · Heritability · Heuristics · Prudence · Trait · Behavioral Health and Interventions · Computer Science · Decision-Making and Behavioral Economics · Experimental Behavioral Economics Studies · Genetics · Psychology · Social Psychology