What's in a name, they say? But, there appears to be a lot in store, especially in surnames, going by the latest study.
If you have always been the first to strike at the best deals and thought yourself lucky, or intelligent to know the system inside out, the reason may well be none of this, but may lie in your surname, reveals a new study.
AdvertisementThe study published in the 'Journal of Consumer Research' has revealed that those people whose last names begin with letters lower down the alphabet are the ones who respond fastest to hot deals.
The reason for this behavior may have its beginning at school, when children are registered in alphabetical order and the ones with surnames from the end of the alphabet are often at the tail, waiting to be called.
According to marketing professors, Kurt Carlson and Jacqueline Conard, such people respond to popular offers much faster, to break the old pattern of 'waiting to be called'.
Researchers explained: "The tendency to act quickly to acquire items is related to the first letter of one's childhood surname. Children late in the alphabet will move quickly when last name isn't a factor. Those with last names early in the alphabet will be so accustomed to being first that opportunities to make a purchase won't matter much."