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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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.