Whatever it is you’re striving to achieve, science shows you’re likely to push harder the closer you feel to the finish line. When researchers first speculated about this tendency, they called it the goal gradient hypothesis. And it turns out to have interesting implications not only for predicting when we’ll push ourselves the hardest, but also for marketers hoping to convince us to buy our next cup of coffee or take our next airline flight (at least, once we start flying again). – Scientific American