As WC 2015 is about to start, it is interesting to read this kind of research.
The authors look at ODIs from 1971 onwards and say yes batters do slowdown approaching personal milestones:
Professor Lionel Page and PhD researcher Romain Gauriot, from QUT Business School, examined the behaviour of batsmen reaching landmark scores in One Day International (ODI) matches. The research, to be published in the American Economic Review, found players were likely to bat more conservatively as they approached a half-century or century to maximise their chances of reaching it.
“We found clear evidence that the behaviour of batsmen is affected by their personal rewards in the game,” said Professor Page, who collected data on more than 3,500 ODI matches between 1971 and 2014. “We found players react to individual-specific incentives in ways which can be detrimental to the team as a whole. For example, if a…
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Utopia, you are standing in it! 
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