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Emily Balcetis, PhD, is an associate professor of psychology at New York University. She is the author of more than fifty scientific publications, and her research has been covered by Forbes, Newsweek, Time, Cosmopolitan, Scientific American, and The Atlantic. Her TED talk has more than 3.6 million views. Her work has been recognized by the Federation of Associations of Behavioral & Brain Scientists, the International Society for Self and Identity, and the Society for Experimental Social Psychology, among others. She lives in New York City with her husband and son.