Ben is a double major pursuing degrees in both Finance and Marketing. He is interested in obtaining a position as a personal financial advisor after graduation and is interning with a global financial services company. During his internship, he observes that the most successful advisors wear white shirts, dress very conservatively, and read The Wall Street Journal to stay up to date with the latest business and world news. Ben starts to read The Wall Street Journal too and modifies his dress and grooming style to be more like the representatives he admires. Ben is influenced by _______.