Hard-wired for chocolate and hybrid cars? How genetics affect consumer choice

ScienceDaily (2010-09-21) -- Clues to consumer behavior may be lurking our genes, according to a new study. The authors discovered that people seem to inherit the following tendencies: to choose a compromise option and avoid extremes; select sure gains over gambles; prefer an easy but non-rewarding task over an enjoyable challenging one; look for the best option available; and prefer utilitarian, clearly needed options (like batteries) over more indulgent ones (gourmet chocolate).