Psychology
You'll forget a stranger's surname Baker faster than his job, baker
Shown the same photo and told a man is named 'Mr Baker,' people forget it quickly; told instead that his job is 'baker,' they remember far better — even though the word is identical. Gillian Cohen's 1990 study found that 'baker' the occupation drags in a whole web of associations (aprons, flour, early mornings), while 'Baker' the surname connects to nothing at all.