Weird Science: Why Your Biological Makeup Means You’re Predetermined to Like Certain Fragrances, Foods, and Yes, Clothes
There are lots of truisms out there when it comes to marketing. “Candy and beauty products do well during a recession,” is one. Well, at least that’s what the girl at Dylan’s Candy Bar told me when I was buying a big bag of gummy bears the other day. In all seriousness, marketing has always been a bit more of an art than a science, trying to nail consumer preferences and desires using mildly unreliable measurements like demographics, focus groups, and historical data. But that's changing--now you’re going to be profiled biologically. *Cue evil maniacal laughter* Diana Derval, founder of the Netherlands-based market research firm Derval Research, has done studies in the area of neuroendocrinology---which basically means the interplay between your neurological system and hormones---to determine consumer preferences. "Consumers are unique individuals but they are also predictable," said Derval in a press release. "Their preferences and behavior are directly linked to their biological and sensory perceptions. And these perceptions are greatly due to the influence of prenatal hormones." What the heck does that mean, and why does it make me want to buy blue eye shadow? Or a certain kind of car?