ABSTRACT
The social context refers to the totality of social stimulation that is influencing the individual. This can include the real, imagined, or implied presence of others (e.g., Baron & Byrne, 1987). The social context may be composed of friends, family members, and sales personnel (although discussion of sales personnel is postponed until chapter 12). The social context may also be populated by more indirect, symbolic others, including prominent figures, cultural heroes, and cartoon characters.
