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Sport Consumer Behavior (Situational Influences (situation is a set of…

- - - - achievement
      - social
      - mastery
      - extrinsic and intrinsic rewards
    - - diversion
      - eustress
- - - - experiences
      - feelings
      - beliefs
- - - - chosen based on what consumer has learned
      - can affect what consumer learns subsequently
      - direct, indirect, and aspirational
    - - modeling
      - prompting
      - reinforcement