Clues to consumer behavior may be lurking¹（潜伏） our genes², according to a new study in the Journal of Consumer Research. "We examine a wide range of consumer judgment³ and decision-making phenomenon and discover that many—though not all of them—are in fact heritable or influenced by genetic⁴ factors," write authors Itamar Simonson (Stanford University) and Aner Sela (University of Florida, Gainesville).

The authors studied twins' consumer preferences to determine whether or not certain behaviors or traits（特性） have a genetic basis. "A greater similarity in behavior or trait between identical than between fraternal twins（异卵双生） indicates that the behavior or trait is likely to be heritable," the authors explain.

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 utilitarian⁵（功利的） , clearly needed options (like batteries) over more indulgent（放纵的，宽容的） ones (gourmet美食家 chocolate). They also found that likings for specific products seemed to be genetically⁶ related: chocolate, mustard, hybrid⁷ cars, science fiction movies, and jazz.

The researchers also found that some tendencies did not seem to be heritable—for example, a preference for a smaller versus⁸ larger product variety or likings for ketchup⁹（番茄酱） and tattoos¹⁰.

"The current research suggests that heritable and other hard-wired inherent preference components¹¹ play a key role in behavior and deserve much more attention in marketing¹² and decision-making research," the authors write.

The authors believe their work may reveal some important information on the genetics of "prudence¹³（审慎） ." "Some people may be born with a tendency to 'be in the mainstream¹⁴' whereas others tend to 'live on the edge," the authors conclude.