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Professor Adam Alter's research on the effects of fluency (how easy a name or word is to pronounce) is referenced

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Excerpt from The Ringer -- "Alter and colleague Daniel Oppenheimer studied the performance of hundreds of stocks from 1990 through 2004 and found the ones with simpler names were the ones that performed better. The same went for politicians ('people prefer politicians with simpler names') and lawyers in American firms ('fluent names rise up the legal hierarchy to partnership more quickly')."

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