Psychologists call this the "levels-of-processing" effect, since sentences that require extra levels of analysis are more likely to get remembered.

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If market-share analysis can be a poor guide to the likely effect of mergers on prices, what might be put in its place?

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One conclusion emerging from the research, says Irving Kirsch, a professor at Harvard Medical School who wrote the preface to the volume, is that the effect is strongest for those disorders that are predominantly mental and subjective, a conclusion backed by a meta-analysis of placebo studies that was carried out in 2010 by researchers at the Cochrane Collaboration, an organisation that reviews evidence for medical treatments.

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