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Scientific American: Why Feeling Close to the Finish Line Makes You Push Harder

By Katy Milkman Everyone has goals they’re striving to achieve, even during a global pandemic. Maybe you’re a scientist working around the clock to find a cure for COVID-19 (if so, thank you and good luck!). Or maybe you’re stuck working from home and pushing hard to hit 10,000 steps a day while confined to a small, urban living space. Whatever it is you’re striving to achieve, science shows you’re likely to push harder the closer you feel to the finish line. Oleg Urminsky, a professor of marketing at the University of Chicago Booth School of Business, has been studying the goal gradient hypothesis since he was a doctoral student. Recently, Katy Milkman, a professor at the Wharton School of the University of Pennsylvania, got to chat with Urminsky in an interview for the podcast Choiceology. Read more at the Scientific American.