If you haven’t already, read the part of the paper where they talk about hardware and roofing stores. They ran some clever analyses to see whether the effect was caused by a love of alliteration (for example someone named Herman decides to go into hardware so he can call his store Herman’s Hardware) and the results suggested this wasn’t the explanation.
If you haven’t already, read the part of the paper where they talk about hardware and roofing stores. They ran some clever analyses to see whether the effect was caused by a love of alliteration (for example someone named Herman decides to go into hardware so he can call his store Herman’s Hardware) and the results suggested this wasn’t the explanation.