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In Archer season 1 why does Cheryl (shown below) change her name quite frequently?

She goes by Carol, Carina, Crystal etc. in the first few episodes.

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I think that it's as simple as it being a running joke. I seem to remember a line that goes something like "What are you called today, Cheryl?". This combined with her, obvious, issues just helps to explain that she's someone that you should be wary of – Jamie Taylor Jul 25 '12 at 7:40

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She first changes her name to Carol because that's what Archer called her while they were in a relationship.

From IMDB: "Archer: Training Day (#1.2)" (2010)

Cyril Figgis: Hello Cheryl.

Cheryl: It's Carol.

Sterling Archer: Uh, since when?

Cheryl: Since I had it legally changed because you always call me Carol.

She claimed that Carina "better captured [her] sensual womanhood" in the episode "Killing Utne".

Finally, the change to Cristal was done to curry favor with Conway Stern in "Diversity Hire". Cristal being the name of a wine that was briefly popular amongst rappers, which in Cheryl's mind probably equated to all black people including Conway.

But yes, it has become a running joke exemplify the character's personality issues.

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