Shared surname enhances our preference to famous people: multimodal EEG evidence

Multimodal Electroencephalography techniques were used to determine whether the name of famous people undergoes self-relevant processing due to a shared surname with participants. During a three-stimulus oddball task, brain activity was recorded when participants suddenly saw their own names (self-name [SN]), a famous name with the same surname (FNS), or a famous name with a different surname (FND). While familiarity ratings were kept similar across the three kinds of name, behavioral analysis showed a higher rating on self-relevance for SN than for FNS, which, in turn, received a higher rating than FND. P2 amplitudes demonstrated a similar enhancement in response to SN and FNS compared to FND while P3 amplitudes and power of theta band (3.5-6 Hz) oscillation were more pronounced in response to SN than to FNS, which in turn elicited larger P3 and theta activities than FND. These findings, excluding the influence of familiarity, revealed that famous people sharing same surname with us could elicit a reliable self-relevant effect, despite lack of real social connection. This self-relevant processing may be embodied by the P3 amplitude and theta band neural oscillation in EEG.