Learning the Web

Micael Dahlen

This article focuses on how Internet users change their behaviours and responses to marketing with increasing experience.
  

Learning the Web: Internet User Experience and Response to Web Marketing in Sweden

Micael DahlenStockholm School of Economics

Introduction

The Internet is the fastest growing medium of all times (Eighmey and McCord 1998). As consumers move online, so do advertisers. Internet advertising spending is increasing at a record pace, continuously taking on a larger share of the advertising budgets, according to the Interactive Advertising Bureau (IAB 2001). Marketers spend more and more money trying to influence consumers on the Web, especially through banner advertising (IAB 2001). Is this really a good idea?

As the Web medium matures,...

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