Abstract

That there is a sucker born every minute is the cynical slogan most often attributed to the great nineteenth-century circus entreprenuer Phineas Taylor Barnum. Though there is in fact no record that he ever made such a remark, Barnum did claim that his success depended on providing in his shows “a little something for everybody.” Both the cynicism and his recipe for success are relevant to understanding the persistent tendency for people to embrace fake personality descriptions as uniquely their own. This in turn gives a particular aptness to Paul Meehl’s phrase, the Barnum Effect, to describe the phenomenon.19..