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.

中文翻译：

---

提醒一个人的姓氏会减少放纵

这项研究调查了提醒消费者使用中间名的影响。作者假设，因为在孩子做错事后对孩子进行管教时，通常使用父母的中间名来育儿，所以消费者在“中间名”和“内gui”之间有联系。因此，暴露于自己的中间名会自动引发内感。反过来，消费者将从事减轻这种内感的消费。五项研究提供了拟议中的关联的证据，并表明提醒自己的中间名会导致内感增加，对放纵消费的偏好降低，并增加道德行为。有关名字和自我控制的文献也有贡献。