People with Emergency Reserves are More Likely to Reach Their Step Goal than the Others

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Anyone who has ever been on a diet or tried to quit smoking knows how difficult it can be to attain a personal goal. One nibble of a chocolate chip cookie or puff of a cigarette can feel like failure, making it tempting to give up altogether. But research from Wharton marketing professor Marissa Sharif offers something better than an all-or-nothing strategy.