Here’s insight into buying behavior. According to a new study reported in TIME (@TIME), people whose surnames start with letters late in the alphabet may be the fastest to buy. What could possibly explain this weird phenomenon, which the study authors dubbed "the last-name effect"? The research didn't provide a definitive reason, but the authors offer an intriguing theory.
Since America's obsession with alphabetical order often forces the Zs to the back of the line in childhood, they suffer. They were always the last to get lunch in the cafeteria — sorry, Young, the other kids bought all the chocolate milk again — and had to beg for the teacher's attention from the back of the classroom. So later in life, when the Zs — and even onetime Zs who became As through marriage — see an item they really like for sale or are offered a deal, they jump on it, afraid that supplies won't last. The chocolate milk is finally in front of them. So they grab it.
What implications would this have for your brand?