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A firm's decision to invest in a project is based on the
Cognitive
Relating to mental processes of perception, memory, judgment, and reasoning, as contrasted with emotional and volitional processes.
Maslow's Hierarchy
A theory in psychology proposed by Abraham Maslow, positing a hierarchy of human needs, from basic physiological needs to self-actualization.
Aesthetic
Pertaining to the nature of beauty, art, and taste, and the creation and appreciation of beauty in the arts and nature.
Genetic Makeup
The complete set of genes or genetic material present in a cell or organism, synonymous with genotype.
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