In a new Proceedings of the National Academy of Sciences USA paper, he provides some answers: more attention is paid to people who die at the age of 27 because of the existence of the club, he found, and this creates a positive feedback loop that both strengthens the legend's potency and the fame of those it pertains to.
The weird thing about this particular myth is: even if you don't know about the 27 Club, you encounter more famous dead people who died at 27... We've made this myth appear to be true because the appearance that more people who die at 27 is real.
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