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A critical Review on the Marketing of Genetic Test Marketing Review accepted paper.pdf (208.56 kB)

Fault’ genes and false needs? A critical review on the direct-to-consumer marketing of genetic tests

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journal contribution
posted on 2017-08-24, 10:58 authored by Georgios Patsiaouras
Since the completion of the Human Genome Project in 2003, the field of personalized medicine based on genetic data has been growing at a phenomenal pace. However, very limited research exists about the marketing practices of companies which promote and sell DNA ancestry and health-related genetic tests directly to the public. Based on a thorough analysis from a variety of online and offline secondary data - such as the content of commercial websites and interdisciplinary studies - this paper seeks to critically examine, discuss and highlight some key issues arising from the process of commercializing genetic tests. Firstly, the study indicates the emergence of a growing consumer marketplace for genetic data that provides to customers a digital space for interaction, construction of biological consumer identities and a sense of belonging. Secondly, the paper critically discusses how advertising messages of genetic tests employ the concepts of ‘consumer empowerment’ and ‘consumer choice.’ Finally, the author offers recommendations on ethical issues stemming from the marketing of genetic material related to consumers’ genetic literacy and understanding of basic genetic information.

History

Citation

The Marketing Review, 2017, 17 (2), pp. 217-237(21)

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of Management

Version

  • AM (Accepted Manuscript)

Published in

The Marketing Review

Publisher

Westburn Publishers Ltd

issn

1469-347X

eissn

1472-1384

Acceptance date

2016-12-15

Copyright date

2017

Available date

2018-12-01

Publisher version

http://www.ingentaconnect.com/content/westburn/tmr/2017/00000017/00000002/art00006

Notes

The file associated with this record is under embargo until 18 months after publication, in accordance with the publisher's self-archiving policy. The full text may be available through the publisher links provided above.

Language

en

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