To position the present study relative to research regarding technology use in learning situations, relevant literature is reviewed and research questions are developed. Technology is clearly gaining use in daily lives of consumers, as evidenced by the growing body of research in service marketing that considers the impact of the availability of self-service technology on customer buy-in and satisfaction. Therefore, use of technology and its acceptance by consumers is examined first. Next, research on technology use in specific situations where customers are students is discussed, particularly the role of technology in university based marketing education. Finally, the use of technology in corporate training is reviewed. Although still for the purpose of education, the latter involves moving from the consumer learning situation to the business learning environment. Following the conceptual development, research questions are presented to extend published work.