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A crossover trial compares two insomnia medications. Patients receive one medication for 2 weeks, then the other for 2 weeks, with sleep quality (0–10 scale) measured at the end of each period:

| Group | Sleep Quality After Medication A | Sleep Quality After Medication B | |---|---|---| | Group 1 (A then B) | 5.2 | 6.8 | | Group 2 (B then A) | 6.5 | 5.3 |

Which best explains why Medication B appears superior in Group 1 but inferior in Group 2?