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Researchers from the Journal of Consumer Research took three groups of people to a health and wellness seminar and asked them to set a goal. Then over the next 10 days, if they were tempted to cheat or go against their goal, they were told to decline in three different ways:

Group 1: They were only allowed to say, “No”.
Group 2: They were told to say, “I can’t”.
Group 3: They were told to say, “I don’t”.
And the results are staggering:

Group 1: Only 3 out of 10 people lasted.
Group 2: Only 1 out of 10 people lasted.
Group 3: 8 out of 10 people lasted.

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