Volume 124 Issue 2 Winter 2019 The Anonymity Heuristic: How Surnames Stop Identifying People When They Become Trademarks Russell W. Jacobs Follow this and additional works at: https://ideas.dickinsonlaw.psu.edu/dlr Part of the Behavioral Economics Commons, Civil Law Commons, Comparative and Foreign Law Commons, Economic Theory Commons, Intellectual Property Law Commons, Law and Economics Commons, Law and Psychology Commons, Legal Writing and Research Commons, Legislation Commons, Other Law Commons, Phonetics and Phonology Commons, Psychiatry and Psychology Commons, Psycholinguistics and Neurolinguistics Commons, and the Semantics and Pragmatics Commons Recommended Citation Russell W. Jacobs, The Anonymity Heuristic: How Surnames Stop Identifying People When They Become Trademarks, 124 DICK. L. REV. 319 (2020). Available at: https://ideas.dickinsonlaw.psu.edu/dlr/vol124/iss2/3 This Article is brought to you for free and open access by the Law Reviews at Dickinson Law IDEAS. It has been accepted for inclusion in Dickinson Law Review by an authorized editor of Dickinson Law IDEAS. For more information, please contact
[email protected]. \\jciprod01\productn\D\DIK\124-2\DIK202.txt unknown Seq: 1 28-JAN-20 14:56 The Anonymity Heuristic: How Surnames Stop Identifying People When They Become Trademarks Russell Jacobs ABSTRACT This Article explores the following question central to trade- mark law: if a homograph has both a surname and a trademark interpretation will consumers consider those interpretations as intrinsically overlapping or the surname and trademark as com- pletely separate and unrelated words? While trademark jurispru- dence typically has approached this question from a legal perspective or with assumptions about consumer behavior, this Article builds on the Law and Behavioral Science approach to legal scholarship by drawing from the fields of psychology, lin- guistics, economics, anthropology, sociology, and marketing.