This article examines why consumers choose to research their ancestry using commercial available products. Prior research suggests this is a voyage of personal discovery. We take this voyage and review consumer interest in ancestral products (e.g., DNA services) that is driven by a consumer’s uncertainty about their sense of self. Focusing on uncertainty-identity theory, the findings from a study with a sample of adult Australian consumers show that people who want to reduce uncertainty about their sense of self respond favourably to a genealogical product that offers insight into a person’s ancestry. Finding support the proposition that the need for closure moderates this effect. Consumers who are high in need for closure respond to self-uncertainty through an interest in commercial genealogical products. The study results show that curiosity underlies the effects in several ways; the desire to gain new knowledge about self, a curiosity to understand the past and the desire to reduce selfuncertainty about the past. Research implications for the study of consumer self-identity and uncertainty are presented, how consumers respond to this through the use of genealogical products examined. Managerial implications for the marketing of genealogical products are discussed, and recommendations for future research made.

Introduction

Many consumers are interested in finding out about their ancestors. Genealogy is a popular activity where consumers seek information about their ancestral background by researching family trees and conducting DNA tests of their genetic heritage (Stahl, 2007; Swarns, 2012). For example, the website Ancestry.com, which allows members to trace their ancestry, has two million registered members and annual revenue of over £۲۴۴ million (Bates, 2012). The television show Who Do You Think You Are, which features UK and US celebrities such as Billy Connolly, Nigella Lawson, Bruce Forsyth and Gwyneth Paltrow researching their family backgrounds to find out more about ancestors, reflect this interest. Research in marketing that has sought to explain this consumer interest in genealogy has tended to portray consumers as engaged in a leisurely, enjoyable activity. For instance, prior research identifies genealogy as a hobby (Schau, Gilly, & Wolfinbarger, 2009) where consumers explore their ancestry for positive reasons, such as a journey of self-discovery (Schau & Gilly, 2003).