The Last One on Roll Call, the Last One to Leave the Store: the Last Name Effect and Unplanned Shopping

Didem Kurt, Boston University, USA
J. Jeffrey Inman, University of Pittsburgh, USA
Jennifer J. Argo, University of Alberta, Canada
Shoppers’ childhood last names influence their unplanned shopping. Two studies show that female grocery shoppers with last names deeper into the alphabet report lower number of planned items for the next trip, have larger in-store slack for unplanned purchases, spend more time in the store, and purchase more unplanned items.
[ to cite ]:
Didem Kurt, J. Jeffrey Inman, and Jennifer J. Argo (2015) ,"The Last One on Roll Call, the Last One to Leave the Store: the Last Name Effect and Unplanned Shopping", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 602-602.