1. What is consumption? Provide three examples of something you have "consumed" recently, and illustrate the concept of consumption with each example.
Consumption, as stated in the textbook, represents the process by which goods, services, or ideas are used and transformed into value. Music is enjoyable only whey one listens to it and like it. Consumption can turn an mp3 file into value by listening. Watching movies are enjoyable and another thing that I have recently consumed and greatly enjoyed. Consumption can turn a movie into value by watching it. Shopping is also another activity that I have consumed and greatly enjoyed without a doubt. Consumption can turn shopping into value by purchasing different items.

2. What two basic approaches to studying (i.e., researching) consumer behavior are discussed in this chapter? How do they differ?
Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences. Quantitative research addresses questions about consumer behavior by using numerical measurement and analysis tools. Interpretive research generally falls into the broader category of qualitative research. When it comes to quantitative research the measurement is usually structured, meaning that the consumer will simply choose a response from among alternatives supplied by the researcher.

3. How is the fact that communication media preferences are changing affecting consumer behavior and the effective use of consumer behavior in business?
Consumers no longer communicate by voice to the extent that they used to. In fact, younger consumers have turned to social networking as a preferred means of communication. Older consumers may still prefer speaking to someone in person or on the phone. Middle age consumers may prefer email. Marketers have had to change the way they communicate with their