Last week a study on the effects genetics plays on consumerism found innate patterns. Professors Itamar Simonson from Stanford University and Aner Sela from the University of Florida published their findings on the unchartered waters of hereditary shopping habits in The Journal of Consumer Research. They found evidence of fondness for very specific products like hybrid cars, science-fiction movies, and a love for jazz being inherited genetically.
It is a well-known fact that behavior is influenced by nature as well as nurture. Much research has proven that environmental and social influences are very important. However, nature often appears to emerge as more dominant in matters of identity. As a determinant factor in behavior, nature seems to be very powerful — even in bizarre factors like shopping patterns. Although it is rather annoying to see so-called individual inclinations put into such broad scientific terms, the important role that genetics plays in individuality should never be undermined.
The research studies show patterns between fraternal and identical twins. Identical twins, which share matching genes, had even stronger similarities in shopping patterns. According to Simonson and Sela, this indicates that “the behavior or trait is likely to be heritable.”
A somewhat similar study done on sexual identity published this year in Sweden found that genetics contributes about 35 percent to male homosexuality and about 18 percent to female homosexuality. Undoubtedly, genetics is fundamental to behavior and identity.
This, in turn, makes factors like individuality and control become very subjective because the environment one is surrounded by is less of an influence.
Researchers are quick to point out that they are not reducing the influence of nurture — instead, they would like to demonstrate the mixed effects of nature and nurture on consumer judgment.
Dianne Martz, who was interviewed for a LiveScience article, stressed that her grandmother, mother, daughter and she have all shopped frugally in their lifetimes. This is definitely an example of nurture and nature working together.
Professors Simonson and Sela also revealed that people seem to inherit tendencies that affect financial decisions such as choosing a compromise option, avoiding extremes and favoring clearly needed options over more indulgent ones. The awareness of the influence our genes have on who we are is one step toward being in command of our individuality.
Camila Cossio is a creative writing sophomore and may be reached at [email protected].
