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JustinShovelain comments on What's In A Name? - Less Wrong
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Is this whole bias caused by the exposure effect? Would there be any obstacle in unifying the two? Do people also prefer to live in towns that are associated with their parents' names? Do people who fall for this effect also name their pets or children after themselves to a greater extent?
The second link in the article, the one with the words "they find", is a paper called "Name Letter Preferences Are Not Merely Mere Exposure". You should find some useful studies and stuff there.
If you want the paper but can't access it, tell me your email and I'll send it to you.