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April 10, 2020Marketing Science58 citations

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Name Similarity Encourages Generosity: A Field Experiment in Email Personalization

KMKurt P. MunzBocconi University MJMinah JungChungnam National University AAAdam L. AlterPrinceton University

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Resumen

Email field experiment varying whether potential donor has matching surname to in-need teacher and quantifying effectiveness of less-exact matches.

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Cite This Study

Munz et al. (Fri,) studied this question.

synapsesocial.com/papers/6a12dc5613ab6312a8c0a0e6 https://doi.org/https://doi.org/10.1287/mksc.2019.1220

Name Similarity Encourages Generosity: A Field Experiment in Email Personalization | Synapse

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5Narcissism beyond Gestalt and awareness: The name letter effect1985 · 559 citations