The first letter of the surname influences us, at least when buying, according to a recent study published in the Journal of Consumer Research . According to Americans Kut A. Carson, from Georgetown University, and Jacqueline M. Conard, from Belmont University, there are people capable of queuing up all night to get the scoop on their favorite author's book or the latest Apple's tablet model has to do, at least in part, with his last name. Specifically, in a series of experiments they have shown that people whose surnames begin with the last letters of the alphabet respond the fastest to a purchase offer . According to the authors, it is explained why, during childhood, children whose surnames begin with V, Y or Z , for example, are in the last rows of the class, at the end of the lists, in the last position of the queues. . And that makes them faster when responding.
On the contrary, say the authors, "those with last names that begin with the letters A, B, C or D are so used to being first that the individual opportunities to arrive earlier in a purchase do not care."
