Genetic characteristics drive around 50% of human behavioral traits. The capacity of genes to help predict consumer behavioral traits may far exceed that of current behavioral and Big Data paradigms. Genomic data thus represents a seminal paradigm shift likely to radically transform marketing in the future. To date, this potentially enormous role of genomics in marketing and consumer behavior has barely been considered. The purpose of this research is to help fill this gap. Using Hunt’s indigenous theory development, inductive realist methodology, this research presents an initial theoretical framework for using gene-centric logic in marketing. This theoretical foundation, ideal for relatively new research areas, could help accelerate future academic research on genomics in marketing and help practitioners better utilize genomic data in marketing activities. Following the creation of this framework, an exploratory empirical analysis involving textual analytical procedures was conducted with a "Cultivated Pool" knowledgeable about both genomics and marketing. Textual analysis of survey responses and a cognitive map were then created to identify the relationships between themes. Theoretical, managerial and methodological contributions and an agenda for future research are then presented. Finally, limitations and most importantly, ethical considerations will be addressed. It is envisioned that this research could provide a foundation upon which a new body of knowledge in marketing can be built.