Genetic Data: Potential Uses and Misuses in Marketing

48 Pages Posted:

See all articles by Remi Daviet

Remi Daviet

Wharton Marketing Department, University of Pennsylvania

Gideon Nave

University of Pennsylvania - The Wharton School

Yoram Jerry Wind

University of Pennsylvania - Marketing Department

Date Written: November 3, 2020

Abstract

Advances in molecular genetics have led to the exponential growth of the direct-to-consumer
genetic testing industry, resulting in the assembly of massive privately-owned genetic databases.
This article explores the potential impact of this new data type on the field of marketing.
Drawing on findings from behavioral genetic research, we propose a framework that
incorporates genetic influences into existing consumer behavior theory, and use it to survey
potential marketing uses of genetic data. Applications include business strategies that rely on
genetic variants as bases for segmentation and targeting, creative uses that develop consumers’
sense of community and personalization, use of genetically informed study designs to test causal
relations, and refinement of consumer theory by uncovering biological mechanisms underlying
behavior. We further evaluate ethical challenges related to autonomy, privacy, misinformation
and discrimination that are unique to the use of genetic data and are not sufficiently addressed by
current regulations. We conclude by proposing an agenda for future research.

Keywords: Consumer genomics, Behavioral genetics, Technology, Big data, DNA data, Segmentation, Ethics.

Suggested Citation

Daviet, Remi and Nave, Gideon and Wind, Yoram Jerry, Genetic Data: Potential Uses and Misuses in Marketing (November 3, 2020). Available at SSRN: https://ssrn.com/abstract=

Remi Daviet

Wharton Marketing Department, University of Pennsylvania ( email )

3730 Walnut Street, JMHH 700
Philadelphia, PA 19104
United States

Gideon Nave (Contact Author)

University of Pennsylvania - The Wharton School ( email )

3730 Walnut St
JMHH Suite 700
Philadelphia, PA 19104-6365
United States

Yoram Jerry Wind

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
7
Abstract Views
38
PlumX Metrics