The question of whether and how results from personal genetic testing will motivate behavioral changes in consumers has only begun to receive the research attention it richly deserves.
Instead of succumbing to the urge to portray cultural differences as a dichotomy between clashing opposites, we should endeavor to note our common humanity, acknowledge the plurality of viewpoints within a given culture, and appreciate that cultures can evolve without being untrue to themselves.
The phrase “I take Lipitor instead of a generic” was embedded in the public consciousness through an advertising campaign that featured Robert Jarvik, credited with the invention of the artificial heart.