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Shankar Vedantam

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In 1969, Philip Zimbardo, a psychologist from Stanford University, ran an interesting field study. He abandoned two cars in two very different places: one in a mostly poor, crime-ridden section of New York City, and the other in a fairly affluent neighborhood of Palo Alto, Calif. Both cars were left without license plates and parked with their hoods up.

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STEVE INSKEEP, HOST:

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 phenomenon Implicit Egotism.

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