Why do the Abbotts wait, while the Zimmermans rush to buy?

The first letter of our childhood surname determines much about our consumer behavior as grownups, according to a new study in the Journal of Consumer Research.Why are some people more likely than others to wait in line overnight to buy a just-released book or to queue up for the new iPad? "The tendency to act quickly to acquire items such as those above is related to the first letter of one's childhood surname," write authors Kurt A. Carlson (Georgetown University) and Jacqueline M. Conard (Belmont University).The authors studied how quickly adults responded to opportunities to acquire items of value to them. They found that the later in the alphabet people's childhood surnames were, the faster those consumers responded to purchase opportunities. The "last-name effect" occurred when the items were real (basketball tickets, cash, and wine) or hypothetical (sale on a backpack).The effect occurred only with childhood surnames, not names that had changed due to marriage. Children with last names that fall late i

Why do the Abbotts wait, while the Zimmermans rush to buy?

The first letter of our childhood surname determines much about our consumer behavior as grownups, according to a new study in the Journal of Consumer Research.

Tue 18 Jan 11 from Phys.org

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