7 Emotional States of Internet Use - and what they mean for advertising

I recently found this typology dealing with the emotional/psychological states people have when they're using the internet:

The 7 emotional states of using the internet by AOL

"Fragmented Use" state: The use of the internet as fast source of information. The user won't be distracted by side-signals (e.g. banners/pop-ups/links) and has the desire to end his search as quickly as possible. (Example: researching the TV program on one website)

"Use According to Plan" state: Also a highly goal-oriented act, but the user leverages the whole range of internet information and is willing to invest a certain time. Like a detective he clicks through bulletin boards, reviews, google-results or prise comparison tools. (Example: Gathering information in the run up of a mobile-phone purchase)

"Browse and Stroll" state: This describes a mindset that's about drifting. The user is spontaniously browsing the web, listens to music, reads articles, checks e-mails or follows cross-selling-offers. In this 'flow' users tend to forget the time. They're still browsing a set of rather knows webpages though.

"Poach and Roam" state: Similar to Browse and Stroll the user intents to kill time. But in this case he is actively searching for special unknown or funny pages that surprise and can be linked to friends. (Example: browsing 9gag)

"Private Retreat" state: Using the internet as source of relaxation. The user seeks a place to forget the everyday stress - similar to passive TV consumption. (Example: YouTube)

"Complete Submerging" state: It’s an extreme form of the Private Retreat in which you deeply dipp in your activity up to a complete fading out of the surrounding (Example: Online-Games)

"Indulge in Obessions" state: The most extreme state of internet use. In total anonymity the user can fully follow his desires - which would not be possible in everyday life (Example: Pages deal with sex, violence, death, etc.)

While surving the user can also switch form one to another state.

The question is: how can this be leveraged for advertising/marketing. How do these states moderate the users' ability to resonate digital messages in detail?

Thesis: The more we get dipped into the de-personalization (right side of the typology), the more our rational resistance against marketing-messages fades.

I bet Pornhub would like that thesis - or what about more branding in World of Warcraft? Could Stihl or Husqvarna sponsor some axes for the strongest warriors? Or what about a McDonalds oulet in Ironforge?

(Source: AOL 2003)