Romancing the Gene

MAKING MYTH FROM ‘HARD SCIENCE’

Paper forthcoming in Qualitative Methods in Marketing, published by Sage Publications and edited by Russell W. Belk
By Elizabeth C. Hirschman
Department of Marketing School of Business
Rutgers University
New Brunswick, NJ 08873

Donald Panther-Yates
DNA Consulting
1274 Calle de Comercio
Santa Fe, NM 87507