While research on the benefits of self-affirmation goes back several decades, we still don't have a good understanding of the underlying pathways or why it produces such wide-ranging effects, Creswell says.
The move, more or less the equivalent of an old-fashioned table-pounding affirmation of her bullish stance on the stock, comes in tandem with a release of the bullish results of a survey Morgan conducted that shows strong demand for for the iPhone.