Does Decision Making Have a Genetic Basis? a Twins Study Analysis

Gad Saad, John Molson School of Business, Concordia University
Richard Sejean, John Molson School of Business, Concordia University
Gil Greengross, John Molson School of Business, Concordia University
Lynn Cherkas, King's College London
Two studies examined whether decision making styles possess a genetic component. Using a twin study paradigm, we show that identical twins tend to have smaller intra-twin variability when making decisions, compared to dizygotic twins. The results suggest biological factors may play an important role in consumer and decision making research.
[ to cite ]:
Gad Saad, Richard Sejean, Gil Greengross, and Lynn Cherkas (2014) ,"Does Decision Making Have a Genetic Basis? a Twins Study Analysis", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 808-808.