My interviews in this study are a continuation of research into adult learning (Shirk, 1984, 1986, 1996. 1998). Based on personal interviews with 198 respondents, I attempted to portray the states of mind most adults face when learning something new. Now, in these twenty-nine interviews, I continue that process, focusing more intently, however, on the impact of consumer behavior on the adult learner. Why? Adults as learners are frequently searching for meaning in their lives: the complexity of economics and the consumption of goods and services tend to be woven into their search. Since the context of all of life's situations is fluid across time and space, actors cannot be assured that their states of being will remain constant and secure. They hope for meaningful opportunities that will enrich, reward, and uplift their states of being. They may scheme, strategize for what they intend, and be pleased at the intended or unintended outcomes. They may also scheme, strategize for what they intend, only to be surprised, angered, or saddened by unintended outcomes. "Price tags," however, are frequently attached to their hopes. It is in the context of these fluid, and sometimes turbulent situations that opportunities for lifelong learning emerge. It is also in the context of these situations that economic opportunities and constraints surface.