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  • Johari Window: a model of self-awareness that includes four quadrants representing what we know and don't know about ourselves and what others know and don't know about us.

  • Dunning-Kruger Effect: a cognitive bias in which unskilled individuals overestimate their abilities while skilled individuals underestimate their abilities.

  • Yerkes-Dodson Law: a relationship between arousal and performance, suggesting that performance is optimal at a moderate level of arousal.

  • Barrett's Adaptation of Maslow's Hierarchy of Needs: a modified hierarchy of needs that includes seven levels, ranging from basic physiological needs to the highest level of contribution to society.

  • Mindset Theory: a psychological concept that describes the beliefs individuals hold about their own abilities and potential, and how this affects their behavior and success.

  • Brands as Intentional Agents Framework: a model that proposes individuals view brands as intentional agents possessing personality traits and motives, which are evaluated in four dimensions: competence, warmth, morality, and status.


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