The authors studied twins' consumer preferences to determine whether or not certain behaviours or traits have a genetic basis.

"A greater similarity in behaviour or trait between identical than between fraternal twins indicates that the behaviour or trait is likely to be heritable," the authors explain.

Consumer tendencies that are inherited:

To choose a compromise option and avoid extremes

Choosing sure gains over gambles

Preferring an easy but non-rewarding task over an enjoyable challenging one

Looking for the best option available

Preferring functional, clearly needed options (like batteries) over more indulgent ones (gourmet chocolate).

Preferences for products that seem to have a genetic basis:

chocolate

mustard

hybrid cars

science fiction movies

jazz

Preferences that do not have a genetic basis

ketchup

tattoos


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

Source: EurekAlert (Press Release)