I have studied Mormon theology and history for nearly 25 years now (yes, I know that's an uncommon hobby for a Catholic), during which time I've seen a marked shift in the attitudes of many Mormons toward the moniker "Mormon."
While it was for many decades a generally accepted name for members of The Church of Jesus Christ of Latter-day Saints (A.K.A. the Mormon Church), I recall meeting increasing resistance to the name from members of that Church. Many times I was gently admonished by them for calling them Mormons, rather than the preferred "Latter-day Saints" or, for short, "LDS."
Well, times they are a changin'. I was fascinated to read today about how the name "Mormon" is now back in vogue, mainly because the Mormon Church's study of search-engine data shows that, by far and away, more people search for "Mormon" than for any other variant.
The Salt Lake Tribune reports: