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 Honda Hybrid Car

Article Date: 22 Sep 2010 – 0:00 PDT

Clues to consumer behavior may be lurking our genes, according to a new study in the Journal of Consumer Research.

“We examine a wide range of consumer judgment and decision-making phenomenon and discover that many – though not all of them – are in fact heritable or influenced by genetic factors,” write authors Itamar Simonson (Stanford University) and Aner Sela (University of Florida, Gainesville).

The authors studied twins’ consumer preferences to determine whether or not certain behaviors or traits have a genetic basis. “A greater similarity in behavior or trait between identical than between fraternal twins indicates that the behavior or trait is likely to be heritable,” the authors explain.

Read in Full:  http://www.medicalnewstoday.com/articles/201904.php



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