It is important to acknowledge that consumers and their behaviors (attitudinal and behavioral) have become very complex. The more we study them the more we feel that there is yet a lot more to the consumer buying mystery. In fact the human brain is unfathomable (unless the neurosciences evolve methods to predict human responses in real life marketing situations). Add to this the fact, that the kind of exposure that we have and the complex information and communication maelstrom that we are in today only complicates and adds more variables than we can ever study at one time. Today, we not only have adults but also children and even those over 60 impacting purchase behavior. The children and the so-called elderly are now new segments under study. In fact the youth market is also a special and separate segment wielding a lot of power as consumers. The populations of the world are ageing and this trend will be on the upswing. Consumers and their researchers with grey hair and better biological systems thanks to the advances in medical science will probably rule the roost in times to come.