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David Stenbill, Monica Bigoutski, Shana Tirana. I just made up these names. If you encounter any of them within the next few minutes, you are likely to remember where you saw them. You know, and will know for a while, that these are not the names of minor celebrities. But suppose that a few days from now you are shown a long list of names, including those of some minor celebrities and “new” names of people that you have never heard of; your task will be to check every name of a celebrity on the list. There is a substantial probability that you will identify David Stenbill as a well‑known person, although you will not know whether you encountered his name in the context of movies, sports, or politics. Larry Jacoby, the psychologist who first demonstrated this memory illusion in the laboratory, titled his article “Becoming Famous Overnight”. How does this happen? Start by asking yourself how you know whether or not someone is famous. In some cases of truly famous people, you have a mental file with rich information about a person — think Albert Einstein, Michael Jackson, or Hillary Clinton. But you will have no file of information about David Stenbill if you encounter his name in a few days. All you will have is a sense of __________________.