Temporal Response to Opportunities: a Look At the Last Name Effect

Children with last names late in the alphabet are often last in line. We propose that individuals react to these inequities by developing response tendencies that influence the speed with which they respond to opportunities. In particular, we expect that adults whose childhood surnames began with letters late (early) in the alphabet will respond relatively quickly (slowly) to opportunities to secure desirable resources. Evidence from four studies provides strong support for this last name effect and suggests that it is tied to one’s childhood surname.


Kurt A. Carlson and Jacqueline M. Conard (2008) ,"Temporal Response to Opportunities: a Look At the Last Name Effect", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 840-840.


Kurt A. Carlson, Duke University
Jacqueline M. Conard, Vanderbilt University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

Read More


Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More


The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time

Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.