Genomarketing: the potential for hyper-personalization through consumer DNA

Purpose Hyper-personalization represents a quantum leap beyond conventional marketing strategies by leveraging genetic data to highly tailor products and services to individual consumer profiles like never before. This paper aims to explore the impact of using DNA 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 information with third parties for hyper-personalization. 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. Design/methodology/approach Using an online survey developed in partnership with a leading Swedish genealogy organization, this study uses structural equation modeling (SEM) to analyze a sample of 582 Swedish consumers with firsthand experience and knowledge of DNA testing. Findings The findings reveal a low willingness among consumers to share their DNA data. Trust emerges as a crucial mediator influencing their willingness-to-share in hyper-personalized offerings. Originality/value This study contributes to marketing literature by integrating genetic science into consumer behavior. It provides valuable insights for marketers and public policy decision-makers, enhancing the understanding of the dynamics between hyper-personalization and consumer privacy.