Research participants who had very nearly won a game put greater effort into a card-sorting task, sorting the cards 23 to 45 times faster, on average, than people who had either won the game or lost by a wide margin, say Monica Wadhwa and JeeHye Christine Kim of Insead. In other experiments, near-winners subsequently walked faster to get to a chocolate bar, salivated more for money, and spent more money on desirable products. The findings show that the experience of nearly winning is so stimulating that it enhances motivation on unrelated tasks.
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