You are driving down the road for your best friend's wedding and suddenly the car vibrates violently and you realize that you have a flat. You are on a desolate stretch of road and realize that you do not have a spare! Fortunately, you do have cell phone service so you start looking for a tow truck service. You quickly do a search and find $2$ tow truck service. You are familiar with the first tow service listed but it is about $100$ miles away. They give their tow rates which are quite reasonable. The second tow service is much closer $35$ miles away but you have never heard of them and their rates seem rather high. You are in a hurry and would miss your best friend's wedding if you wait for the less expensive, more familiar tow service. So$,$ you settle on calling the closer tow company even though they were not in your initial set of preferred alternatives. You have a wedding to attend! You call them and the tow truck arrives in timely manner and fixes your flat. Ultimately you arrive just in time for your best friend's wedding and are extremely grateful and satisfied as you reflect on your purchase decision.

A large amount of data is being collected about you. The data includes information about your credit card purchases, purchase of your home, where you live, the cars you have at your house, as well as the websites you visit along with your social media accounts. These pieces of data are collected quickly and span a significantly long stretch of time. These data sources collected on you as a consumer come from sources that accurately reflect you purchases and media usage. These particular sources of data are not randomly selected but are done so to get the best possible profile of who you are in order for organizations to best target their products with your needs, wants, and desires to maximize the effectiveness of their marketing mix for you.

Bob drives a Harley Davison motorcycle. He explains that the love of his motorcycle is real and is the center of his life. Bob follows the motto of "Live to ride and ride to live" but he adds: only on my