Despite the very long history of research on heritable traits, we still know very little about genetic effects on judgment and choice, including consumer decision making. Building on recent advances in epigenetics, we hypothesize that people inherit a general prudence tendency, which affects...

To explain trade-offs in choice, researchers have proposed myriad phenomena and decision rules, each paired with separate theories and idiosyncratic vocabularies. Yet most choice problems are ultimately resolved with one of just two types of solutions: mixed or extreme. For example, people adopt...