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born there, too. As trivial as these similarities may seem, they appear to work (Burger et al., 2004). One researcher who examined the sales records of insurance companies found that customers were more likely to buy insurance when a salesperson was like them in age, religion, politics, and cigarette-smoking habits (Evans, 1963). Another researcher was able to significantly increase the percentage of people who re- sponded to a mailed survey by changing one small feature of the request: On a cover letter, he modified the name of the survey-taker to be similar to that of the survey recipient. Thus, Robert Greer received the survey from a survey center official named Bob Gregar while Cynthia Johnston received hers from a survey center offi- cial named Cindy Johanson. In two separate studies, adding this little bit of similar- ity to the exchange nearly doubled survey compliance (Garner, 2005). These