The Power Of Names

Cody C. Delistraty :

Not being able to pronounce a name spells a death sentence for relationships. That’s because the ability to pronounce someone’s name is directly related to how close you feel to that person. Our brains tend to believe that if something is difficult to understand, it must also be high-risk. In fact, companies with names that are simple and easy to pronounce see significantly higher investments than more complexly named stocks, especially just after their initial public offerings when information on the stock’s fundamentals are most scarce. People with easier to pronounce names are also judged more positively and tend to be hired and promoted more often than their more obscurely named peers.

There are more variables at play than just pronunciation, though. In competitive fields that have classically been dominated by men, such as law and engineering, women with sexually ambiguous names tend to be more successful. This effect is known as the Portia Hypothesis (named for the heroine of Shakespeare’s The Merchant of Venice who disguises herself as a lawyer’s apprentice and takes on the name Balthazar to save the titular merchant, Antonio). A