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    The Last Name Effect: How Last Name Influences Acquisition Timing

    Cover for The Last Name Effect: How Last Name Influences Acquisition Timing
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    View/Open: Last_Name_Effect.pdf (310kB) Bookview

    Creator
    Carlson, Kurt A.
    Conard, Jacqueline M. (Jacqueline Mary)
    Abstract
    In addition to deciding whether to buy an item, consumers can often decide when they buy an item. This article links the speed with which adults acquire items to the first letter of their childhood surname. We find that the later in the alphabet the first letter of one’s childhood surname is, the faster the person acquires items as an adult. We dub this the last name effect, and we propose that it stems from childhood ordering structures that put children with different names in different positions in lines. For example, since those late in the alphabet are typically at the end of lines, they compensate by responding quickly to acquisition opportunities. In addition to responding quicker, we find that those with late alphabet names are more likely to acquire an item when response time is restricted and they find limited time offers more appealing than their early alphabet counterparts.
    Permanent Link
    http://hdl.handle.net/10822/707922
    External Link
    Full Text from Publisher
    Date Published
    2011-01-04
    Subject
    Consumption (Economics); Decision making; Consumers' preferences; Choice (Psychology);
    Type
    text
    Publisher
    University of Chicago Press
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    • Faculty Scholarship - McDonough School of Business
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility