Consumer Behavior On
The World Wide Web
Some of the exercises contain ads taken from the Internet which you are asked to evaluate in
light of consumer behavior concepts as well as what makes for effective Web ads.
exercises ask you to search the Internet to find ads or to interact with consumer-oriented
The purpose of this section is to give you an introductory background to the Internet
to help you to do this.
An Overview of Cyberspace and Cybercommunication
World Wide Web
the most popular component of the Internet
(“Net”) and the main commercial component,
that portion of the Internet servers that support a
graphical interface retrieval system which organizes information into thousands of
interconnected pages or documents called
)—the introductory page or opening screen of a Websites), making
navigation simple and exciting.
The Web is a digital medium that combines sound, graphic
images, video, and hypertext on a single page.
Each home page is like a book cover or gateway,
acting as the starting point to additional information.
are the parties that provide information on the WWW known as
which consist of one or more Web pages with related information about a particular topic,
usually overlaid with graphics.
Today marketing content providers include companies, direct
marketers, electronic retailers (
) and other organizations that have their own Websites, as
well as Websites that contain secondary data.
The WWW is that portion of the Internet most
heavily used by advertisers (the other components, which are beyond the scope of this book, are
instant messaging or electronic relay chat; and Usenet discussion groups, newsgroups, and
electronic bulletin boards or boards, on which members can read messages on a given topic, post
new messages, and respond to existing messages.)
On the WWW
—those who spend a considerable amount of time on the Internet –can
access an immense database of information in a graphical environment through the use of
—software programs with a graphical user interface that enables
the user to display Web pages as well as navigate the Internet.
In 1994, the first commercially
software that accommodated graphics,
, was released
(later followed by
People could now navigate in cyberspace by pointing and
clicking on icons, making the Internet almost as user-friendly as the original online services (e.g.,
CompuServe, Prodigy, and America Online, all born during the 1980s).
To connect to the Web,
one needs to gain access in one of four ways: through a commercial online service (e.g., America
Online), a corporate gateway (e.g., AT&T’s WorldNet Service,) a local Internet Service Provider
(ISP), or an educational institution.
Initially, people found it difficult to find information on the WWW—it was like trying to find