THE FAMILIAR exerts a powerful subliminal appeal. The “name-letter effect” refers to the subconscious bias that people have for the letters in their own name, and for their own initials in particular. They are more likely to choose careers, partners and brands that start with their initials (Joe becomes a joiner, marries Judy and loves Jaffa cakes). A related bias, the “well-travelled-road effect”, describes the tendency of people to ascribe shorter travelling times to familiar routes than is actually the case.
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A bias towards
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