Creosote similar caustic and antiseptic properties, but noted that it was different, in that it was an acid and formed salts. Nonetheless, Reichenbach argued that creosote was also the active element, as it was in pyroligneous acid. Despite evidence to the contrary, his view held sway with most chemists, and it became commonly accepted wisdom that creosote, carbolic acid, and phenylhydrate were identical substances, with different degrees of purity. Carbolic acid was soon commonly sold under the name "creosote", and the scarcity of wood-tar creosote in some places led chemists to believe that it was the same substance as that described
Name-letter effect found that people were disproportionately more likely to buy products matching their initials. The effect mainly occurred for big brands. No correlation was found between the strength of an individual's name-letter effect and the strength of his or her name-letter-branding effect. Wiebenga and Fennis investigated whether the use of the personal pronouns "I" and "my" in branding also had an effect on preferences, given the way these pronouns link to the self. They found that brand names with a generic self-referencing pronoun (e.g. iPhone, Myspace) were evaluated more positively than non-self-referencing brand names (e.g. Xbox). The effect behaved like the