Bobby Calder's research showed that every extra syllable in a product's price decreases its chances of being remembered by 20%, something caused by the fact that a person's phonological loop -- a regulator of memory -- can only hold 1.5 to 2 seconds of spoken information.

CNN: Researching the business world

Chiefs at the Earthlease consortium have told telecoms regulator Oftel details of plans to buy BT's so-called "local loop" assets, sources told news agency Reuters.

BBC: BT bidders in talks with watchdogs