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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 peopledoi:10.1037/0022-35188.8.131.525 pmid:15535778 fatcat:oouzywdamba5jp5y3f65nvzqt4