The main objective of the present study is to investigate and understand the possible relationship between technology advancements and changes in consumer behavior. The secondary objective is to add a contribution to further studies concerning this subject taking into account that there are numerous kinds of technologies available and the degree or intensity of their influence on consumer behavior may change considerably. For this purpose, firstly we have made a review of some definitions of what is considered to be technology, followed by a study of what drives companies to pursuit technology advancements along time and some concepts regarding consumer behavior. The investigation was supported by structured interviews conducted with a group of seven male and female individuals chosen by convenience and the main result we drawn from this study is that there are evidences confirming the relationship.