From A to Z

This is a weird one.  According to an article in the Journal of Consumer Research, the speed at which people react to purchase opportunities is highly correlated with…


…The first letter of their childhood surname.

In other words, Jerry Zaltman is likely to snatch up a great deal more quickly than Jessica Alba.  The theory is that Dr. Zaltman spent much of his childhood in the back of the classroom or at the end of the line.  So he has learned to compensate for that inequity by making fast purchase decisions, and taking what’s his as quickly as possible.