Featured Research

from universities, journals, and other organizations

Hard-wired for chocolate and hybrid cars? How genetics affect consumer choice

Date:
September 21, 2010
Source:
University of Chicago Press Journals
Summary:
Clues to consumer behavior may be lurking our genes, according to a new study. 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).

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

Related Articles


"We examine a wide range of consumer judgment and decision-making phenomenon and discover that many -- though not all of them -- are 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 heritable -- for 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.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Itamar Simonson and Aner Sela. On the Heritability of Consumer Decision Making: An Exploratory Approach for Studying Genetic Effects on Judgment and Choice. Journal of Consumer Research, April 2011 [link]

Cite This Page:

University of Chicago Press Journals. "Hard-wired for chocolate and hybrid cars? How genetics affect consumer choice." ScienceDaily. ScienceDaily, 21 September 2010. <www.sciencedaily.com/releases/2010/09/100920173004.htm>.
University of Chicago Press Journals. (2010, September 21). Hard-wired for chocolate and hybrid cars? How genetics affect consumer choice. ScienceDaily. Retrieved December 20, 2014 from www.sciencedaily.com/releases/2010/09/100920173004.htm
University of Chicago Press Journals. "Hard-wired for chocolate and hybrid cars? How genetics affect consumer choice." ScienceDaily. www.sciencedaily.com/releases/2010/09/100920173004.htm (accessed December 20, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, December 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins