This question was originally posed on Quora. Here's my response:
I tend to think that a separate name is better. The business name indicates a focus on the consumer. A business named after yourself seems narcissistic, unless the consumer is specifically buying because of your name is behind it.
By Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal account unrelated to and not sponsored by the author's employer or any other entity. The author shares this content for reuse under the Creative Commons 3.0 License. For more information: https://creativecommons.org/licenses/by/3.0/us/. Public Domain photo by JanBaby via Pixabay.