Cyberbranding: Brand Building in the Digital Economy

The Fine Line Between Persuasion and Invasion

When does persuasion on the Internet go too far? A 62-year-old woman has been on the Internet for about six months. She has recently purchased a laptop computer and enjoys the Internet for research and the ability to communicate via e-mail with friends and family. The woman definitely has “issues” with the Internet about privacy and is not willing to purchase from just any Web site (even if it appears to be a good deal). She logs on to CompuServe twice a day (morning and evening) to check her e-mail. Since the merger between CompuServe and AOL, the woman receives the same message on her screen over and over again: “Learn more about AOL. Click here for details—try 500 AOL hours free.” The woman clicks ...