Genomarketing: Hyper-personalized to You or Too Much to Share?

Abstract

Hyper-personalization represents a quantum leap beyond conventional marketing strategies by leveraging DNA data to highly tailor products and services to individual consumer profiles like never before. This shift toward genomarketing marks a substantial step forward in hyperpersonalizing consumer experiences based on DNA data. This paper attempts to explore the impact of utilizing genomic data—consumer biology (i.e., genetic makeup) related to ancestry, health, and lifestyle preferences—in marketing, focusing on what drives consumer willingness-to-share their DNA data with third parties for hyper-personalized products and services. Through this lens, this research seeks to decode the hyper-personalization-privacy paradox, wherein the benefits of genetically tailored offerings are balanced against the potential risks to consumer privacy. Employing an online survey developed in partnership with a leading Swedish organization in genealogy research, this study utilizes Structural Equation Modeling (SEM) to analyze a sample of 582 Swedish consumers. Weighing a rational cost-benefit analysis of losses (privacy concerns) and gains (personalized benefits), the results reveal a cautious yet passive consumer stance toward sharing DNA data, with trust acting as the gateway mediating their willingnessto- share in hyper-personalized data. By uncovering these insights, this study contributes to the marketing literature through genetic science, expanding the toolkit for marketers and public policy decision-makers.