The cognitive advantage for one's own name is not simply familiarity: an eye-tracking study.

Eye-tracking technique and visual search task were employed to examine the cognitive advantage for one's own name and the possible effect of familiarity on this advantage. The results showed that fewer saccades and an earlier start time of first fixations on the target were associated with trials in which participants were asked to search for their own name, as compared to search for personally familiar or famous names. In addition, the results also demonstrated faster response times and higher accuracy in the former kind of trials. Taken together, these findings provide important evidence that one's own name has the potential to capture attention and that familiarity cannot account for this advantage.