"This research shows that people take mental shortcuts, even when it comes to their investments, when it would seem that they would want to be most rational...These findings contribute to the notion that psychology has a great deal to contribute to economic theory"
Maybe the investors recognize this mental shortcut and are acting rationally by capitalizing on the trend? Eitherway, this isn't surprising. We don't give people nicknames that are clusters of unutterable consonants. And if we did, I'd prefer the people with names like "Fat Hand" or "Chili Bowl" or just plain "Mikey" or "Dude." If "DUDE" isn't a stock ticker symbol it should be. I'd invest just to say I did.