Born to Shop? 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

Born to Shop? A Genetic Component of Deal Proneness. Robert M. Schindler, Vishal Lala, and Jeanette E. Taylor. Journal of the Association for Consumer Research, Jan 5 2021. https://www.journals.uchicago.edu/doi/abs/10.1086/710244

Rolf Degen's take: https://twitter.com/DegenRolf/status/1346844597289410561

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.