These factors include culture, social class, reference groups, and family. Culture is defined in the textbook as “the set of learned values, beliefs, language, traditions, and symbols shared by a people and transmitted from generation to generation” (Shank, 156). UAB Football had struggled to change its team's culture from a losing culture to a winning culture, and had begun to find success before the December decision. Family is another important factor, as marketers generally have to sell the family that they are spectators of the sport, in addition to selling the participant. Even though UAB football did not win as many games as participants' families would have liked, they worked to create a family atmosphere for participants and hosted events for participants' families. An example of this is the UAB Family Weekend which includes a parade, pre-game tailgate and football game (Family Weekend). Jason Martin, associate director of ticket sales at Ohio State University, also explains how important it is for fans of a sport to “feel like part of the team” (Jason Martin). Social class and reference groups are the last two external factors that affect participation-consumption behavior. Although internal and external factors are fairly consistent for participants, it is the constantly changing situational factors that keep sports marketers hungry for more..