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When goods are rival in consumption and excludable, markets:
Self-Enhancement
The psychological process of improving one's image by gaining positive feedback from the external environment and adopting a favorable interpretation of oneself.
Self-Regulation
The ability to control or adjust one's emotions, behaviors, and desires in accordance with their values or societal norms.
Positivity
The practice or tendency of being optimistic in attitude, focusing on the good and positive aspects of a situation.
Self-Serving Bias
A cognitive bias that involves attributing positive events to one’s own character but attributing negative events to external factors.
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