NPR

Me, Myself, and IKEA: What Our Love For Swedish Furniture Says About Narcissism

In general, people show a subtle bias toward the self. This is why we love the IKEA furniture we've built, and gravitate toward others with the same name. But there are much larger implications, too.
Modern psychology shows that we all have a little bit of Narcissus in us. Most of us like people who remind us of ourselves — whether that is someone else with the same name or the same birthday. Source: Renee Klahr

It's normal to feel drawn to people you share something with — whether that's a name, or a birthday, or a shared profession or background.

But Brett Pelham finds this preference for things and people associated with us goes far beyond what we might expect. He calls this

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