Is someone born to own an iPhone or Prius? According to research out of Stanford Graduate School of Business, genes can determine what we buy. We might be genetically hardwired to have a liking for specific products such as chocolate, mustard, and hybrid cars, as well as musical forms such as jazz or opera, and even science fiction movies.
Subjecting identical and fraternal twins to a battery of questionnaires to study their choices and judgments on various matters, Professor Itamar Simonson found that genes can determine what kind of products we buy. His research was based on his analysis showing that buyers often have no preferences at all, that their decisions are unstable and depend on various seemingly illogical influences.
He says it doesn't mean we are born with a Prius or Levis gene. It does however suggest that genetics can play a role in our buying decisions.
The implications of these findings are enormous. If Simonson is right, companies and advertisers will analyze it to find better ways to target their markets.
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