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Prof. Gavin Kilduff's research on rivalry is applied to the Olympics

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Excerpt from Life's Little Mysteries -- "'A rivalry in this kind of context is apt to benefit these swimmers' motivation and performance,' said Gavin Kilduff, an assistant professor at New York University who studies the causes and consequences of rivalry. In fact, the swimmers could be boosting each other's performances by as much as 2 percent."

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Additional coverage appeared on Live Science.