Do names matter? The influence of names on perception about professionals in Spain
The aim of this research was to empirically prove if different types of names and surnames influence peopleâ€™s perception about the performance of professionals such as psychologists, architects, writers or lawyers. However, across a series of studies using both convenience and random sampling, and employing different performance measures, this research shows that personal names and surnames do not matter. Therefore, common wisdom such as: (1) two surnames are better than one; (2) a name with ridiculous associations should be avoided; (3) names denoting status and distinctiveness are better than common names for high-status professions; are not supported by data. Consequently, results break with the hypothesized marketing belief that brand names may influence perceptions about products.
Volume (Year): 2 (2013)
Issue (Month): 2 ()
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