MARKETING POTENTIAL OF BEHAVIORAL GENETICS IN THE CONTEXT OF HYPER-PERSONALIZATION
(A2025-126335)

AUTHORS

IVELINA IVANOVA-KADIRI, CPSBB, Director Tsanko Gechev

ABSTRACT

Behavioral genetics offers valuable insights into how genetic and environmental factors shape consumer behavior, opening new possibilities for hyper-personalized marketing. By understanding how genetic markers influence traits like risk-taking, novelty-seeking, and social preferences, businesses can tailor products and services to individual needs. The integration of genomic data into marketing strategies allows for precise targeting, enhancing consumer engagement and driving sustainable consumption. However, challenges such as data privacy, replicability of research, and the complexity of gene-environment interactions remain. Future research in sociogenomics can further enhance understanding of how genetic predispositions and environmental factors interact to shape consumer behavior, providing a pathway for even more personalized and ethical marketing strategies.