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Read the scenario.

Nathan is a devoted parent who highly values education and personal development. He has been saving up money to invest in his children's future. One day, he receives a bonus from his job and starts thinking about how to use it wisely. As he scrolls through social media, he notices advertisements for a luxurious vacation package to a popular tourist destination. Despite the offer and the desire for a relaxing getaway, Nathan ultimately decides to allocate the bonus towards setting up a college fund for his children, prioritizing their long-term education over immediate leisure.

Which factor primarily influenced Nathan’s decision?

personal values
timing
marketing strategies
societal values