With personal genomics hitting the big time, Thomas Mailund wonders about the impact that risk assessments will have on consumer behavior -- and concludes that it will be nominal. Increases in risk of developing a disease such as cancer due to genetics is often small, from 0.1 percent to 0.15 percent, says Mailund. The risk associated with smoking and cancer is much larger, he adds, and that doesn't affect people's behavior, so why would genetics?
That's Because Risk Is Small and Inertia Is Great
Feb 28, 2008