You Learned All You Need To Know About Shopping In Kindergarten

“The first letter of your last name may determine how quickly you respond to limited buying opportunities as adults, according to findings in the Journal of Consumer Research. The ‘last name effect,’ as dubbed by Kurt A. Carlson of the McDonough School of Business at Georgetown University and Jacqueline M. Conard at the Massey Graduate School of Business at Belmont University, implies that those with last names that are filed earlier (A — I) in the alphabet respond slower to buying opportunities than those at the end of the line (R — Z). In situations where people must queue up, those with last names at the end of the alphabet are going to be faster, researchers say.”