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Many customers prefer to purchase products or services that are regarded as green--are designed to preserve the environment& interestingly, however, a large percentage of these individuials are are not actually concerned with the environment

Self affirmation, in which individuals reflect upon their values, has been shown to foster resilience. In particular, after individuals consider the facets of their life they most value, they are less inclined to exhibit anxious or defensive responses in the aftermath of criticisms, rejections, or other personal threats.

This theory can explain that observation that individuals who reflect upon the feelings they would experience before a transition in their life, such as a graduation, can be persuaded more easily (DeWall, Visser, & Levitan, 2006).

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Broaden and build theory: These findings are compatible with broaden and build. Specifically, when individuals experience anger, their attention and memory are directed towards the stimuli that provoke frustration. When individuals experience fear, their attention and memory are directed towards threatening stimuli. In contrast, in a positive state, attention and memory is not necessarily directed towards specific classes of stimuli. Thus, ambient or extraneous features are more likely to be processed (e.g., Fredrickson & Branigan, 2005).

Major depression test: Individuals often experience moderate or intense feelings of dejection, sadness, resignation, and melancholy. These feelings can sometimes escalate into depression and helplessness.

The broaden and build model, Waugh and Fredrickson (2006) argued that positive emotions might facilitate the formation of relationships. Specifically, positive emotions activate mechanisms that facilitate the acquisition of additional resources, including the formation of close relationships.