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Why is the development of a general theory of accounting important?
Self-Enhancement Motive
The desire to learn favorable or flattering things about the self.
Appraisal Motive
The simple desire to learn the truth about oneself, whatever it is
Automatic Egotism
Response by the automatic system that “everything good is me, and everything bad is not me”
Duplex Mind
The concept that the human mind operates on two levels: a conscious, rational level and an unconscious, automatic level, affecting human behavior and cognition.
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