Situational factors can be classified into categories: physical surroundings, social surroundings, time perspective, purchase reason, and the buyer's momentary mood and condition. Physical surroundings, such as location, store atmosphere, aromas, sounds, and lighting, can influence purchase behavior by creating settings more or less conducive to buying. Social surroundings influence buying behavior when a customer feels pressured to behave in a particular way, depending on who is in proximity of the buyer. The amount of time required to become knowledgeable about a product, to search for it, and to buy it influence the buying decision process. The time of day, week, or year, such as seasons or holidays, also affect the buying-decision process. The purchase reason raises the questions about what the product purchase should accomplish and for whom. The buyer's momentary moods can affect a person's ability and desire to search for information, to receive information, and to seek and evaluate alternatives.