A biological perspective on consumer behavior has the potential to enhance human welfare. Path-breaking discoveries in neuroscience and genetics have tremendous implications for a variety of marketing stakeholders, including firms, policymakers, consumers, and society. The degree to which these implications are realized hinges on public acceptance of the biological perspective. Marketing can play a major role in increasing public acceptance of biology and its welfare-enhancing implications

1. Consumer Self-Control and the
Biological Sciences:
Implications for Marketing
Stakeholders
Zheng and Alba (2021)

2. Lay vs. Biological Views of Self-Control
The General Public’s View
Failures of willpower are often attributable to a weakness in
“character.”
The Biological View
Willpower, as well as other behavioral traits and tendencies, are
biologically rooted in our brains and genes.
Zheng and Alba (2021)

3. How do the general public view self-control?
• The general public’s view…
• diverges from the biological view.
• is rooted in an intangible self.
• is stubborn but is amenable to modest
change given compelling biological
evidence.
• is egocentric (i.e., relative to others, the self
has more self-control and is less influenced
by biological forces).
Zheng and Alba (2021)

4. Potential Threats to Firms
• Increased understanding of bioscience will invite more scrutiny from policymakers and
consumers toward the food and wellness industries.
• Biology can increase emphasis on prevention and lead to disruption in healthcare and
insurance industries, which have been focused on treatment.
Potential Opportunities for Firms
• Biological characteristics of individuals (e.g., genetics) can serve as new bases for
matching services.
• Biology can inform understanding of development and result in increased demand for
child-welfare services (e.g., home visitation programs, high-quality education).
• Biology can enhance appeal of self-enhancement pharmaceuticals.
Zheng and Alba (2021)
Implications for Firms

5. Policymakers
• Increased understanding of the biological roots of consumer ills will enhance
acceptability of policy intervention in a society that values freedom and dignity.
• Biology will shed light on the relative merits of treatment vs. prevention programs.
• Understanding of biology can shift the “reasonable person” criterion and regulation of
privacy issues.
Consumers & Society
• Adopting a biological view of self-control will improve self-understanding as well as
compassion for others, resulting in greater well-being.
• A biological view of development can lead to changes in parenting practices that can
enhance family dynamics.
Zheng and Alba (2021)
Implications for Policymakers, Consumers, and Society