Applied Marketing Science: Forensic Science of Nuclear and Mitochondrial DNA to Determine Consumer Buying Behavior

Human DNA, which serves to characterize us and regulate our development, is not influenced by marketing stimuli such as lifestyle, values, norms, attitudes, promotions and advertising. The advantage gained with this knowledge is that these human character traits can be deduced from our genetic makeup (genome) and used to formulate marketing strategies. Such strategies would be based on consumer segmentation and targeting for a specific product or service. This concept of applying DNA profiles to marketing plans is a creative and more directed method of capturing the interest of consumers and targeting those most likely to purchase a product or utilize a service. The use of genetic profiles also unveils major opportunities to conduct market segmentation by targeting consumer ancestry through the use of forensic, nuclear and mitochondrial DNA results. The true value comes from the marriage of the information gained from the genetic makeup of consumers in addition to the traditional factors and methodologies used in market segmentation and targeting. To fully benefit and be more capable of understanding consumer-behavior, marketers and researchers are encouraged to perform more in depth research on this topic. International Journal of Liberal Arts and Social Science ISSN: 2307-924X www.ijlass. org 20 Background of the Study: Despite varying marketing factors and strategies, consumers often respond to stimuli, such as lowprice offerings, coupons, give-away as well as quality products and services presented by marketers. Recently, it has been demonstrated that most consumers simultaneously respond to a mixture of stimuli collectively known as their “ancestral influences”. The contributing elements of this ancestral influence include culture, ethnicity, and country origin of the consumer. More specifically, consumers often respond and behave positively or negatively towards a product depending on the product country of origin (Mothers Baugh, Hawkins, 2010). Therefore, a new gateway of marketing information has been opened, allowing marketers the unique chance to appeal to consumers and further conduct market segmentation by targeting a consumer’s respective ancestry and projected buying-behavior through the use of forensic nuclear and mitochondrial DNA results. We are suggesting that in order to understand a consumer’s behavior, we must know about the consumer’s DNA identification in addition to the existing traditional factors and methodologies of market segmentation and targeting. In this proposal, the use of genomic information is to be considered the primary tool for assessing consumer stimulus. Related Theories of DNA Background Information Science of DNA Identification: DNA is a polymer consisting of several units known as nucleotides. Each nucleotide contains a deoxyribose (sugar), a phosphate, and one organic base, either an adenine (A), cytosine (C), thymine (T), or guanine (G). The DNA structure can be described as a ladder that has been twisted along its axis. Another example would be a spiral staircase with the steps of the ladder representing the complementary pairing between the organic bases (Figure 1). In normal situations, “A” pairs with “T” and “G” pairs with “C” in a conserved fashion. Our unique genetic code is determined by the ordered pairing of the base pairs. Simply, this code (genotype) is best thought of as a blueprint that determines our characteristics (phenotype). Specific sequences of the bases that encode a single characteristic or set of characteristics are called genes. All of our genes are located on our chromosomes at specific locations called loci, or locus if used in its singular form. For a given trait or set of traits, all of the possible variations of a gene are called alleles. Varying alleles of the genes that differ from one person to another provide the basis for DNA identification and profiling. Thus, locations that are polymorphic are deliberately chosen for DNA analysis. (See figure 1 below) Figure 1: DNA model (Courtesy U.S Department of Energy Human Genome Program) International Journal of Liberal Arts and Social Science Vol. 1 No. 1 September 2013 21 Chromosomes: Chromosomes are paired, long threadlike segments of DNA contained within the nucleus of each cell (Figure 1). All human beings, regardless of race or ethnicity have 23 pairs of chromosomes, 46 in total. One chromosome from each pair is inherited from the mother and the other one is inherited from the father. The 23 rd pair of chromosomes is the “sex” or gender-determining chromosomes (XX or XY), with females being XX and males XY. YChromosomes: The Ychromosome, in males, contains important information about the subject’s genealogy. The Ychromosome is inherited directly from the father to all male offspring and remains highly conserved, i.e. unchanged throughout the generations. Thus, all males connected to the same forefathers will have the same Y-chromosome. This provides the beginnings of establishing an extraordinary link between familial purchasing-behavior and with the genetics. YChromosome testing: The DNA testing process involves the identification of DNA segments within the chromosome. These DNA segments, short tandem repeat (STR), are used as genetic markers and are designated by a DYS numeric number (DNA Y-chromosome Segment number). The number and randomness of STRs varies from person to person, with characteristics like ethnicity and race being inconsequential. Overall, the characteristic alleles possessed by an individual and the order in which they occur indicate the genetic record inherited from the person’s paternal lineage. Further, the genetic signature of an individual is called their haplotype. Identification of the haplotype and its differences is significant for understanding consumer segmentation and corresponding patterns of consumption. Interpreting the results of haplotype identification between two individuals is used to determine ancestry. The more matching that occurs between two individuals, the more likely that they share a common ancestor. DNA sameness can positively confirm genealogical sameness and assist marketers and researchers by pointing to a relationship between two or more persons with or without the same surname and subsequently explain similarities in their purchasing-behavior. Science of Consumer DNA and Genealogy Implications: The basic science component of this article is the use of genealogical DNA testing to determine the level of genetic relationships between selected students and their consumer behavior. Test results were used to either confirm a suspected such relationship between two families shows no relationship worldwide. For the purposes of consumer identification by race and consumption patterns, a Native population match, a Global population match, and a regional match were evaluated based on their DNA profile results. The genealogy test is an emerging tool that combines DNA and physical evidence to reveal the history of ancient human migration. It seeks to answer such questions as, “Where did we come from? ” and “Who am I? ” DNA studies indicate that all modern humans share a common male ancestor who lived in Africa about 140,000 years ago and all men share a common male ancestor who lived in Africa about 60,000 years ago (Jobling & Smith, 1995). Generally, a genealogical (DNA marker) test examines the DNA segment at specific locations (Gris Mapping) on a person’s DNA for genetic genealogy purposes. There are two common types of tests; Ychromosome (Y-DNA) testing for paternal ancestry and mitochondrial DNA (medina) testing for maternal ancestry (Neil Bradman& Thomas 1998). International Journal of Liberal Arts and Social Science ISSN: 2307-924X www.ijlass. org 22 Specifically, the Y-Chromosome DNA test involves the collection of human cells (example buccal cells from the mouth) from male individuals and analyzing it for Y-Chromosome markers. A consumer’s ancestry can be traced using the DNA on his Y-chromosome through Y-STR testing. The laboratory data is then converted into the ancestral data, which is used to generate a report showing the ancestral marker type. The Following is an example of the data analysis and result of Paternal Lineage (Y-STR) Testing. As of now, we know that the paternal lineage test is based on the fact that the Y chromosome is passed down from father to child relatively unchanged through several generations. Special sections on the Y chromosome, called short tandem repeats (STRs), are examined to determine a person's Y-haplogroup — revealing the geographic origins of his ancestors as evidenced by common DNA markers. What do you get when you do a Paternal Lineage Test? • Your haplogroup designation and a haplogroup description page result. • A personalized map depicting your ancestors' journey and where they initially settled in the ancient world; their clothing and eating habits (consumer behavior) • Your Y-STR profile (raw data) • Facts about your haplogroup, including which parts of the world you can find your "genetic cousins" and famous people who share the same haplogroup as you do. Also knowledge of your living conditions (consumer behavior). See Figure 2 below. Figure 2. Map of Paternal Lineage Test results. (Courtesy to Ancestry DNA http://www.ancestrybydna.com/abd-report.php) Since only males have the Y-chromosome, a female wishing to find out about her paternal ancestry can ask a male relative along the same paternal bloodline to take the test. Figure 3: Certificate of DNA result. (Courtesy to Ancestry DNA http://www.ancestrybydna.com/abd-report.php) International Journal of Liberal Arts and Social Science Vol. 1 No. 1 September 2013 23 Given the above general background, the study provided discussion and examined the following issues: • Methodology of the study relating to marketing (consumer behavior) • Consumer decision process based on DNA data and results • The Conceptual Model (Marketing Framework) • DNA variatio