Jennifer is a married mom of three and teaches yoga on the weekends. She always has her phone and maintains multiple social media accounts, often while she is streaming TV for the kids. While listening to the radio, she hears an ad for an easy-to-use home security system and decides to see what other moms think about its quality. After reading a good review on a popular blog, she sees an ad for the product on Instagram and uses the app to make her purchase. If the security system really is easy to use, she'll write a good review and tell her friends about it.

Olivia just graduated from college and started a new job as a teacher. She loves social media and posts multiple photos and videos every day. After attending a teaching conference for her job, she sees a targeted ad for a new app she can use as a teaching tool. She watches a review video and looks at the company's social media before deciding to purchase and download the app. If she likes it, she'll write or record a review and post it on social media.

Harold is a retired business owner who uses his smartphone to stay in touch with his grandkids and streams the news every evening. He isn't internet- or social media-savvy, so when he sees a commercial for Bluetooth speakers, he calls the neighborhood electronics store to learn more about them. Then he makes the trip into town to test out the speakers and purchase them in person. If the speakers live up to his expectations, he's likely to stick with that brand in the future.

Susan is a retired grandmother who loves sending handmade gifts to her grandkids. While listening to the radio, she hears about a new craft store in town, so she checks out the business's website on her desktop computer when she returns home. It has all the supplies she needs, so she visits the store next time she's in town. While there, she purchases yarn for a new project she's been planning and, because she's happy with the prices, promises to tell her friends.

Because he often travels for work, Kevin spends a lot of time listening to the radio on his commute. One morning, he hears an ad for a new brand of work clothes that look professional and can stand up to tough manual labor. When he gets home, he looks up the brand online and decides to try on the new clothes the next time he's in town. He makes his purchase in person or online, depending on how much time he has. If the brand lives up to his expectations, he is unlikely to ever switch to another.

Ashley lives downtown and loves taking her dog for walks when she isn't working. While streaming a TV show, she sees an ad for a subscription dog food service that's gotten a lot of positive feedback. She does some more research, reads a few reviews, and decides to subscribe. Afterward, she receives targeted ads that remind her of all the benefits the food subscription provides to her dog. As long as she sees those benefits and receives occasional subscriber incentives and specials, she's likely to remain a loyal customer.

As a married mom of two kids, Marianne has to be budget-conscious when making purchases for her family. She is planning a family vacation when she sees an ad for suitcases while streaming her favorite show on her smart TV. Curious, she checks out multiple review websites and searches for any specials and promotions that could save her money. After finding one, she makes her purchase online and gets the suitcases in time to pack for vacation. If she likes them, she'll leave a positive review.

Mike is a married pilot with two young children. Because he is very safety- and budget-conscious about the products he purchases for his family, he is slow to act on the radio ad he hears about a convertible car seat. When he gets home, he checks multiple review sites, looks up safety ratings and compares similar products. After checking them out on social media, he's certain that he's choosing the safest and most cost-effective car seat, so he goes online to the company website and makes his purchase. Though he's happy with his choice, he's likely to switch to a different brand if something better comes along.

Amanda is single, self-sufficient, and loves her job as a wedding photographer. She is extremely budget conscious, so she conducts research through several websites after seeing an ad for a new camera on her streaming service. Once she's positive she's getting a good deal, she makes her purchase online. If the brand upholds values she agrees with and their camera lives up to her expectations, she's likely to stick with them.

Sarah and her spouse share the cost of living and don't have kids, which allows them to put more money into savings and invest in their interests and hobbies. When Sarah sees an ad for hiking boots while streaming a new TV show, she checks out a couple of reviews and drives down to the shoe store to try them on before her weekend camping trip. She finds her size, does a test lap, and makes her purchase. Afterward, she goes online to purchase heavy socks and other items she'll need. If she's happy with how the shoes perform, she's likely to be an early adopter of that brand's new products.

Chris is an IT specialist who eats and breathes technology. Because he makes good money, he likes to buy the latest gadgets, keep up with industry trends, and spend a lot of time reading blogs and online forums. So, when he sees an ad for new VR goggles while streaming a documentary on his smart TV, he gets on his phone and checks a professional review website. Satisfied that the VR goggles have all the latest-gen technology, he makes the purchase online. In the future, he will spend more money to acquire his brand of choice.

Ethan is single and likes to spend his downtime reading about the latest technology trends and tracking down the latest and greatest gadgets. Even though he's in debt, when he sees an ad on his smart TV for a new luxury wristwatch, he immediately researches the brand online. When he determines the wristwatch is a trendsetter, he stops at the store on his way to work, tests to see if the watch looks good on him, and makes his purchase-despite, and because of, the high price point. He is likely to move on to the next trendsetting brand in the future.

Frank is a local factory worker who carpools with his coworkers every day. So, when he hears an ad on the radio about a new tool box that will fit on his truck and make it easier to organize his collection of tools, Frank remembers it. The next time he stops to pick up materials from the hardware store, he takes a look at the tool box and sees how much storage it has. Impressed, he makes his purchase in the store and starts using the tool box immediately. If it lives up to his expectations, he'll stay loyal to the brand and proudly tell his coworkers about it.

Sabrina owns and runs a small business with two locations in her city. She works hard to provide a unique shopping experience for her customers and manage her small group of employees. While driving from one location to the other across town, she listens to a radio talk show about spirituality and inspiration and hears an ad for a new fitness tracker. She's been trying to work out more, so, after she closes her boutiques for the day and heads home, she looks up the company's blog on her smartphone. After reading a few posts, she's convinced the company knows their stuff and decides to purchase their fitness tracker. If it lives up to her expectations and helps her get more active, she'll leave a positive review on the company's Facebook page and remain a loyal customer.

William recently earned a promotion to CFO at the Fortune 500 company he's worked at for 10 years. He's serious about staying on top of news and his portfolio, so he spends a lot of time online. He likes to have the radio on while he works, which is how he hears about a new smartwatch that promises to simplify his daily tasks. As an iPhone and iPad user, he wants to learn more about how well the smartwatch will integrate into his day, so he visits his favorite subscription website and checks for product reviews. Impressed by the watch's versatility and useful functions, he purchases it from the company's online store. After wearing it for a few days, he plugs the product on his Twitter account.