The unsettling implication of Pelham’s work is that the three biggest decisions most of us make—what to do with our lives, where to live, and whom to marry—can all be influenced (even if only slightly) by something as trivial as the sound of a name. Life is indeed what we deem it, but the deeming happens quickly and unconsciously. The elephant reacts instinctively and steers the rider toward a new destination.
