Assessing the validity of implicit egotism: a reply to Gallucci (2003).

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.