From the perspective of implicit egotism people should gravitate toward others who resemble them because similar others activate people's positive, automatic associations about themselves. Four archival studies and 3 experiments supported this hypothesis. Studies 1-4 showed that people are disproportionately likely to marry others whose first or last names resemble their own. Studies 5-7 provided experimental support for implicit egotism. Participants were more attracted than usual to people (a) whose arbitrary experimental code numbers resembled their own birthday numbers, (b) whose surnames shared letters with their own surnames, and (c) whose jersey number had been paired, subliminally, with their own names. Discussion focuses on implications for implicit egotism, similarity, and interpersonal attraction.

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Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call "name letter branding." We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to product-specific attributes (e.g., taste of a beverage). Accordingly, when respondents form a brand preference (e.g., of beverages), activating a product-specific need (e.g., need to drink) boosts the influence of this (transferred) valence. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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We tested predictions about religiosity and terror management processes in 16 nations. Specifically, we examined weekly variation in Google search volume in each nation for 12 years (all weeks for which data were available). In all 16 nations, higher than usual weekly Google search volume for life-threatening illnesses (cancer, diabetes, and hypertension) predicted increases in search volume for religious content (e.g., God, Jesus, prayer) in the following week. This effect held up after controlling for (a) recent past and annual variation in religious search volume, (b) increases in search volume associated with religious holidays, and (c) variation in searches for a non-life-threatening illness ("sore throat"). Terror management threat reduction processes appear to occur across the globe. Furthermore, they may occur over much longer periods than those studied in the laboratory. Managing fears of death via religious belief regulation appears to be culturally pervasive.

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B. W. Pelham, M. C. Mirenberg, and J. T. Jones (2002) argued that most people prefer stimuli that are associated with the self, a preference they called implicit egotism. In support of implicit egotism, Pelham et al presented evidence from 10 archival studies showing that people gravitate toward careers and places of residence that resemble their names or birthday numbers. M. Gallucci (2003) argued that alternate analyses of the same data provide strong evidence against implicit egotism. Whereas Gallucci was correct that Pelham et al's original analyses were flawed, their results remain significant even when more conservative tests are used. The authors also present new data in support of implicit egotism, including exhaustive studies of (a) common surnames and US city names and (b) common surnames and street names. The new studies also revealed that as sample sizes grow larger, studies are more likely to produce evidence of implicit egotism.

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