The team of American researchers at Standford University who studied consumer preferences among twins found that certain consumer behaviors or traits have a genetic basis. The researchers, led by Itamar Simonson, discovered that the likings for specific things such as hybrid cars, chocolates, science fiction movies and jazz by certain people seemed to be related to their genes.
The studies say that a wide range of consumer judgment and decision-making phenomenon are heritable or influenced by genetic factors. They also found that people seem to inherit certain tendencies as well.
These include choosing between compromise and extreme options, selecting of sure gains over gambles, preferring an easy but non-rewarding task over an enjoyable challenging one and looking for the best option available etc.
While some tendencies on the other hand, did not seem to be inheritable. These include preference for a smaller product over larger ones or likings for ketchup and tattoos.
The team hopes that their study may lead to significant developments and conclusions in the field of genetics of prudence too.