Reminders of One's Middle Name Result in Decreased Indulgence

This research investigates the effects of reminding consumers of their middle name. The authors hypothesize that because it is a common parenting strategy to use a child's middle name when disciplining him/her after he/she has done something wrong, consumers possess an association between “middle name” and “guilt.” Thus, exposure to one's middle name will automatically trigger feelings of guilt. In turn, consumers will engage in consumption that will mitigate this guilt. Five studies provide evidence of the proposed association and demonstrate that reminders of one's middle name lead to increased guilt and decreased preference for indulgent consumption, as well as an increase in virtuous behavior. Contributions emerge for the literatures on names and self‐control.