SCHOLARS@TAMU

There has been a dramatic increase in market concentration in the retail sector in the United States. Although it is typically assumed that standard supplyside forces of returns to scale are behind this trend, it is also possible that demandside forces have played a role, i.e., that consumers desire homogeneity. This paper evaluates the American demand for homogeneity as exhibited in parental naming choices over the century from 19002000. The evidence does not support the hypothesis of increasing demand for homogeneity in the U.S.

• Woodward, Richard

Economics Bulletin