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Do Genes Play a Role in the Decoy Effect?

Jianmin Zeng1, Xinyi Zhao1, Huihui Qin1

  • 1Sino-Britain Centre for Cognition and Ageing Research, Faculty of Psychology, Southwest University, Chongqing, China.

Frontiers in Psychology
|November 16, 2020
PubMed
Summary

A specific gene variant (rs806379) influences the decoy effect in economic decisions. Individuals with the A/A genotype exhibit a stronger decoy effect, particularly with lower prices, linking genetics to complex decision-making.

Keywords:
behavioral economicsbehavioral geneticsdecision makingdecoy effectneuroeconomics

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Area of Science:

  • Behavioral Economics
  • Neurogenetics
  • Consumer Psychology

Background:

  • The decoy effect describes an irrational preference shift when a dominated option is introduced.
  • Impulsive individuals are hypothesized to be more susceptible to the decoy effect.
  • The CNR1 gene's rs806379 single-nucleotide polymorphism (SNP) is linked to higher impulsivity.

Purpose of the Study:

  • To investigate the genetic underpinnings of the decoy effect.
  • To examine the association between the rs806379 SNP and susceptibility to the decoy effect.
  • To explore the relationship between impulsivity, genetics, and economic decision-making.

Main Methods:

  • A decoy effect task involving choices between mobile hard disks was administered to 359 Han Chinese college students.
  • Participants' saliva samples were collected for genotyping of the rs806379 SNP.
  • Decision patterns were analyzed in relation to genotype, particularly the A/A genotype.

Main Results:

  • The study confirmed the presence of the decoy effect in the participant sample.
  • Participants with the rs806379 A/A genotype demonstrated a significantly stronger decoy effect compared to other genotypes, especially at lower price points.
  • This finding suggests a genetic influence on susceptibility to the decoy effect.

Conclusions:

  • The rs806379 SNP in the CNR1 gene is associated with the decoy effect in economic decision-making.
  • Genetic factors, even at the level of a single SNP, can significantly influence complex human behaviors like consumer choices.
  • This research pioneers a genetic perspective on understanding the decoy effect and related economic behaviors.