The Last Name Effect: How Last Name Influences Acquisition Timing
Carlson, Kurt A.
Conard, Jacqueline M. (Jacqueline Mary)
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.
External LinkFull Text from Publisher
MetadataShow full item record
Showing items related by title, author, creator and subject.
Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels Carlson, Kurt A.; Bond, Samuel D. (Informs, 2006)This paper introduces a technique for improving preference assessment by reducing the influence of context on preferential choices. We propose that a decision maker who is exposed to relevant attribute levels will form ...
Carlson, Kurt A.; Banerji, Ishani (2013)This survey was conducted in the first week of November with the purpose of informing how consumers plan to shop on and around the Thanksgiving holiday. The key findings of the survey, including when and where consumers ...