TRANSITION FROM TRADITIONAL MARKETING TO GENETIC MARKETING AND THE SPECIAL IMPACT OF MAOA

Dr. Sezen Güngör, Dr. Kader Erol, Dr. Nihan Tomris Küçün

Volume: 09 Issue: 01 2023

Abstract:

After the last twenty years, when classical theories started to lag behind, the point reached has exceeded neoclassical approaches and it has been seen that genetic data has begun to be added to theories, especially in social sciences and behavioral sciences studies. Genetic data can enhance and validate existing theories of consumer behavior by illuminating the nature of relationships between traits and revealing the biological mechanisms underlying individual differences in behavior. Some of these applications are also used in the field of marketing, similar to the use of genetics in other fields of social sciences by their nature. This study aims to update consumer theory by revealing business strategies based primarily on genetic variables for segmentation and targeting, creative uses that enhance consumers' sense of community and personalization, the use of genetically informed study designs to test causal relationships, and the biological mechanisms underlying behavior. In addition, in the article aiming to add the term genomarketing to the Turkish literature, a special place is reserved for monoamine oxidase A. The MAOA gene, whose effect on other economic decisions, especially on purchasing, has been revealed by other studies, has been genetically identified and some studies that are important in the literature have been examined in terms of their results.

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