NAMING "what is in a name?" Juliet asked theoretically a lot it turns out research has demonstrated that names are more than just a simple means of identification. the shape the way others think of us we view ourselves and the way we act. at the most fundamental level, some research suggests that even the phonetic sound of person name affects the way we regard him or her at least when we to predict who will win an election based on the candidates' surnames voters tend to favor names that are simple, familiar, and easily pronounced. for example, in one series of local elections, candidates sanders, Reilly, Grady and combs attracted more videos than pekelis, dewllo, Schumacher, and bernsdorf.