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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
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While the work was early and crude--the researchers had merely demonstrated "read-only" memory thus far--it nevertheless predicted the dawn of a new era of molecular computing.
FORBES: Fat, florid, farcical
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Before, casinos had to open up each cage and program the read-only memory module by hand.
FORBES: Magazine Article