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

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