Web advertising saves consumers time and makes it possible for themto choose from a wide variety of merchandise from their homes oroffices. In addition, Web advertising facilitates the introduction ofnew products and services. US online retail sales will probably reachover $54 billion in 2001 (eMarketer, 2001), pumping the economy’sretail spending sector. When shopping for costly items where pricecomparison in an information-rich environment is fairly easy, and thepotential for savings significant, the economic motivation to shop onthe Web could be strong (Comer, 2000). Another aspect of theeconomic motivation is consumers’ ability to receive free products.Good for the economy, which is a societal effect, is measured with:‘Web advertising improves people’s standard of living’; ‘We need Webadvertising to support the Web’; and ‘There have been times when Ihave bought something because of a Web advertiseme
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