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Excerpt from Popular Science -- "In his own research, for example, Alter has shown we’re more likely to run a marathon when our age ends in a nine—29, 39, 49—because the dawn of a new decade prompts people to seek meaning. 'With that knowledge you might advise running shoe companies to advertise to people who are approaching a new decade, or people, more broadly, who might be experiencing life transitions,' Alter writes."

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