Almost scary mind reading game....try it

[RacersEdge]

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Anyone know what psychological principles are at work here?

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The carrot works because 6 letters in carrot - just like the sum of the numbers. You store things in your brain by word length - 6 gets you to the right place.

Same for 3 and red. Not sure about the hammer part - 3*2?

The 12 and 5 didn't work for me.