The illusion of fame: how the nonfamous become famous

This article reports 2 experiments in which nonfamous faces were paired with famous (e.g., Oprah Winfrey) or semifamous (e.g., Annika Sorenstam) faces during an initial orienting task. In Experiment 1, the orienting task directed participants to consider the relationship between the paired faces. In Experiment 2, participants considered distinctive qualities of the paired faces. Participants then judged the fame level of old and new nonfamous faces, semifamous faces, and famous faces. Pairing a nonfamous face with a famous face resulted in a higher fame rating than pairing a nonfamous face with a semifamous face. The fame attached to the famous people was misattributed to their nonfamous partners. We discuss this pattern of results in the context of current theoretical explanations of familiarity misattributions.