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To understand why this sort of mnemonic trick works, you need to know something about a strange kind of forgetfulness that psychologists have dubbed the "Baker/baker paradox." The paradox goes like this: A researcher shows two people the same photograph of a face and tells one of them that the guy is a baker and the other that his last name is Baker. A couple days later, the researcher shows the same two guys the same photograph and asks for the accompanying word. The person who was told the man's profession is much more likely to remember it than the person who was given his surname. Why should that be? Same photograph. Same word. Different amount of remembering.