Narcissism beyond Gestalt and awareness: The name letter effect

‘Mere belongingness to self’ is tested as a sufficient condition for the enhancement of the attractiveness of visual letter stimuli. Experimental evidence is presented that, independent of visual, acoustical, aesthetic, semantic and frequency characteristics, letters belonging to own first and/or family name are preferred above not-own name letters. The effect is obtained in the absence of awareness of the Gestalt of any name, thus challenging current understanding of fundamental affective processes.