Navigation Links
Hard-wired for chocolate and hybrid cars? How genetics affect consumer choice
Date:9/20/2010

Clues to consumer behavior may be lurking our genes, according to a new study in the Journal of Consumer Research.

"We examine a wide range of consumer judgment and decision-making phenomenon and discover that manythough not all of themare in fact heritable or influenced by genetic factors," write authors Itamar Simonson (Stanford University) and Aner Sela (University of Florida, Gainesville).

The authors studied twins' consumer preferences to determine whether or not certain behaviors or traits have a genetic basis. "A greater similarity in behavior or trait between identical than between fraternal twins indicates that the behavior or trait is likely to be heritable," the authors explain.

The authors discovered that people seem to inherit the following tendencies: to choose a compromise option and avoid extremes; select sure gains over gambles; prefer an easy but non-rewarding task over an enjoyable challenging one; look for the best option available; and prefer utilitarian, clearly needed options (like batteries) over more indulgent ones (gourmet chocolate). They also found that likings for specific products seemed to be genetically related: chocolate, mustard, hybrid cars, science fiction movies, and jazz.

The researchers also found that some tendencies did not seem to be heritablefor example, a preference for a smaller versus larger product variety or likings for ketchup and tattoos.

"The current research suggests that heritable and other hard-wired inherent preference components play a key role in behavior and deserve much more attention in marketing and decision-making research," the authors write.

The authors believe their work may reveal some important information on the genetics of "prudence." "Some people may be born with a tendency to 'be in the mainstream' whereas others tend to 'live on the edge," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Page: 1

Related biology news :

1. Chocolate farmers could benefit from newly sequenced cacao genome
2. Sequencing of cacao genome will help US chocolate industry, subsistence farmers
3. Dark chocolate lowers blood pressure
4. Chocolate milk is a natural for post-exercise recovery
5. New evidence that dark chocolate helps ease emotional stress
6. New study finds lowfat chocolate milk is effective post-exercise recovery aid for soccer players
7. The dark chocolate version of Father Christmas is most filling
8. Lower your blood pressure, hydrate your skin and reduce dental plaque -- with chocolate?
9. Resveratrol, red wine compound linked to health, also found in dark chocolate and cocoa
10. Dark chocolate: Half a bar per week to keep at bay the risk of heart attack
11. ISU researchers develop hybrid protein tools for gene cutting and editing
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:4/11/2017)... BEACH GARDENS, Fla. , April 11, 2017 ... identity management and secure authentication solutions, today announced ... contract by Intelligence Advanced Research Projects Activity (IARPA) ... for IARPA,s Thor program. "Innovation has ... onset and IARPA,s Thor program will allow us ...
(Date:4/11/2017)... 11, 2017 No two people are ... the New York University Tandon School of Engineering ... found that partial similarities between prints are common ... mobile phones and other electronic devices can be ... vulnerability lies in the fact that fingerprint-based authentication ...
(Date:4/6/2017)... Forecasts by Product Type (EAC), ... End-Use (Transportation & Logistics, Government & Public Sector, Utilities ... Generation Facility, Nuclear Power), Industrial, Retail, Business Organisation (BFSI), ... you looking for a definitive report on the $27.9bn ... ...
Breaking Biology News(10 mins):
(Date:6/22/2017)... ... 22, 2017 , ... AESKU.GROUP, an innovation leader in ... Technologien GmbH, thereby expanding its product portfolio to include allergy and food intolerance ... atopic eczema or a food allergy. Allergies are escalating to epidemic proportions and ...
(Date:6/22/2017)... ... June 22, 2017 , ... Tunnell Consulting’s ... and life sciences industries, continue to be in demand for their insights and ... be speaking on “The State of Information Governance in the Biopharmaceutical Industry” at ...
(Date:6/22/2017)... ... 2017 , ... Charm Sciences, Inc. is pleased to announce that its Charm ... appropriate as a screening test at dairies and farms for raw commingled cow milk. ... Charm EZ Lite system. These systems are a combination incubator and reader in one. ...
(Date:6/20/2017)... ... June 20, 2017 , ... HorizonScan is providing food ... the most likely threat to their products at the annual IFT conference in ... annual food expo attracts over 20,000 attendees representing food science professionals from over ...
Breaking Biology Technology: