基因如何影响消费者选择

Clues to consumer behavior may be lurking¹（潜伏） our genes², according to a new study in the Journal of Consumer Research. "We examine a wide range of consumer judgment³ and decision-making phenomenon and discover that many—though not all of them—are in fact heritable or influenced by genetic⁴ factors," write authors Itamar Simonson (Stanford University) and Aner Sela (University of Florida, Gainesville).

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The authors studied twins' consumer preferences to determine whether or not certain behaviors or traits（特性） have a genetic basis. "A greater similarity in behavior or trait between identical than between fraternal twins（异卵双生） 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 utilitarian⁵（功利的） , clearly needed options (like batteries) over more indulgent（放纵的，宽容的） ones (gourmet美食家 chocolate). They also found that likings for specific products seemed to be genetically⁶ related: chocolate, mustard, hybrid⁷ 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 versus⁸ larger product variety or likings for ketchup⁹（番茄酱） and tattoos¹⁰. #

"The current research suggests that heritable and other hard-wired inherent preference components¹¹ play a key role in behavior and deserve much more attention in marketing¹² and decision-making research," the authors write.

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The authors believe their work may reveal some important information on the genetics of "prudence¹³（审慎） ." "Some people may be born with a tendency to 'be in the mainstream¹⁴' whereas others tend to 'live on the edge," the authors conclude. #