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Chandler (1994) credits IBM's dominance in the world computer market to
Self-affirmation
Self-affirmation involves focusing on important personal values and strengths, which can help maintain self-worth and reduce defense reactions to threats.
Self-verification
The tendency for individuals to seek confirmation of their self-concept, whether positive or negative, from the external environment.
Symbolic Self-completion
A theory that individuals strive to achieve and maintain self-definitions, and when they feel incomplete in a certain role, they seek symbols that represent success in that area.
Social Comparison
The process of evaluating oneself by comparison with others, often in terms of abilities, achievements, and social status.
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