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In addition to environmental factors, genetics may play a role in consumer preferences. Via Autoblog Green:

A study on identical twins published in the Journal of Consumer Research concludes that consumer preferences are often driven by genetics. The authors of the study, Itamar Simonson of Stanford University and Aner Sela of the University of Florida, examined, “a wide range of consumer judgment and decision-making phenomena” and concluded that, “many – though not all of them – are in fact heritable or influenced by genetic factors.”

So, how does this relate to automobiles and, more specifically, to hybrids and electric vehicles? Well, believe it or not, the study actually questioned participants about specific products like chocolate, mustard, sci-fi flicks and eco-friendly cars. The study concludes that if one identical twin preferred eco-friendly autos, the other twin almost always followed suit. The authors wrapped up the study suggesting that, “some people may be born with a tendency to be in the mainstream whereas others tend to live on the edge.”

More via The Stanford Daily:

This is not to say that people are born with a “Prius gene” or a “jazz gene.” Instead, these tendencies reflect a combination of genetic expressions influenced by the interaction between nature and nurture, say the researchers.

The study proposes as a “tentative hypothesis” that the observed heritability patterns reflect a genetic disposition for “living on the edge or in the mainstream.”

“At the present time, we do not know how genes might affect…the tendency to choose a compromise versus an extreme option, a risky versus safe option or batteries versus Godiva chocolate,” Simonson said. “This is a preliminary investigation, and given the difficulties of understanding such heritable tendencies, it may take decades until we have a good understanding.

The research suggests that environmental effects alone do not guide consumer behavior, but that heritable preferences play a key role as well.

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