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The term ‘context’ is introduced in S-D logic with PF10, referring to “the context of the beneficiary”. The Context refers to the general conditions that exist with regard to spatial, temporal, social and relational dimensions, as well as to the personal needs and traits of the Customer. Situational Context and Idiosyncratic Context are two types of Context; the former refers to the general environment surrounding the Customer, with its physical and social dimensions; the latter refers to the subjective situation of each Customer, with concern to his personal traits, psychological or mental situation, needs andexperiences.