Kim Kardashian and Kanye West have named their daughter North West, according to TMZ, but Kardashian laughed off rumors about the name when she appeared on a talk show with Jay Leno back in March.

When Leno asked the "Keeping Up With The Kardashians" star if West wanted to name their unborn child North, “so he [or she] would be North West,” Kim laughed at the suggestion, saying the name was not something they have considered. 

“That is not one of the names on our list,” she said, before adding, “But that I do like Easton West. It kind of goes with North. I think that's cute.”

Kardashian and West’s decision to name their newborn daughter North West instantly became the butt of jokes after TMZ revealed the news on Thursday.

But a source earlier told the Sun that West was serious about the title, and wanted his daughter to have a unique name.

“Kanye’s ego is something else, so he’s quite serious about the title," the source told the Sun at the time. “He also has a sense of humor though and knows how his self-indulgence is seen by the general public. It’s half tongue-in-cheek, half what Kanye probably feels is true.”

Jean Twenge of San Diego State University's department of psychology told Zap2it that the decision to give such a unique name to the baby indicates the parent’s desire to stand out and get attention.

“North West sounds like a performer," Twenge said. "I think they are trying to signal that the baby is already famous and will be famous in her own right later.

"Choosing a name this unique signals a more extreme desire to stand out and get attention, traits typical of people high in narcissism."