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Situational factors are in the environment surrounding a person. External factors are beyond the control of a person and may affect the outcome of a decision. In Marketing or behavioural sciences factors as consumer preferences and economic conditions are exogenous, whereas Internal Factors as, time, people, budget and internal policies of a company are endogenous factor under the control of a person/company. For more information review MARS MODEL of Individual Behaviour
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An interaction
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reciprocal determinism