Genetic Data: Potential Uses and Misuses in Marketing

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