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Here are some of the things that go into that 50% non-shared environment: 1. Measurement error is neither genetics nor family, so it ends up in the non-shared environmental term.
Suppose you’re studying intelligence, and you make a bunch of twins take IQ tests. For example, someone who makes a lucky guess on a multiple choice IQ test will get a higher score even though they are not more intelligent than someone who makes an unlucky guess.
So it looks like much of the non-shared environmental variation in traditional studies of personality was just error. His identical twin Rob becomes a junior advertising executive at Pepsi-Cola, where he designs his own new ad targeting young female consumers.
Both ads are very successful – in fact, exactly equally successful.
This shows up as “variation in criminality is due to non-shared environment”.
These studies find that most personality traits are about 40% genetic, 60% non-shared environmental.Science reporters read the study finding that much of the variation in income is non-shared environmental, and conclude that despite their identical genes, there must be deep and mysterious differences in Bob and Rob’s abilities and business acumen.They speculate that Rob had a very inspirational teacher in school who pushed him to achieve greatness, and Bob must have fallen in with a bad peer group who didn’t value hard work.But at least (these scholars of social behavior could tell themselves) it provided a consolation prize.