We love ourselves, and our names, more than we consciously realise. Research has found this implicit egotism has some pretty interesting effects.
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References:
Pelham, B. W., Mirenberg, M. C., & Jones, J. T. (2002). Why Susie sells seashells by the seashore: implicit egotism and major life decisions. Journal of personality and social psychology, 82(4), 469.
http://persweb.wabash.edu/facstaff/hortonr/articles%20for%20class/pelham,%20mirenberg,%20and%20jones%20implicit%20egotism.pdf
Polman, E., Pollmann, M. M., & Poehlman, T. A. (2013). The Name-Letter-Effect in Groups: Sharing Initials with Group Members Increases the Quality of Group Work. PloS one, 8(11), e79039.
http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0079039
Dyjas, O., Grasman, R. P., Wetzels, R., Van der Maas, H. L., & Wagenmakers, E. J. (2012). What’s in a name: a Bayesian hierarchical analysis of the name-letter effect. Frontiers in psychology, 3. http://journal.frontiersin.org/article/10.3389/fpsyg.2012.00334/full
Jones, J. T., Pelham, B. W., Mirenberg, M. C., & Hetts, J. J. (2002). Name letter preferences are not merely mere exposure: Implicit egotism as self-regulation.Journal of Experimental Social Psychology, 38(2), 170-177. http://www.sciencedirect.com/science/article/pii/S0022103101914970
Nuttin, J. M. (1987). Affective consequences of mere ownership: The name letter effect in twelve European languages. European Journal of Social Psychology, 17(4), 381-402. http://onlinelibrary.wiley.com/doi/10.1002/ejsp.2420170402/abstract
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