Structure and Content of the Essays

The primary goal of this work is to enhance understanding of the central domains of consumers’ cognitive processing, their behavior in digital environments, and, moreover, how expectations and congruence explain and shape the central consumer related outcomes as proposed in the general conceptual framework. All six essays (see Table 2.1-1) focus on specific topics in digital environments, by dealing with relevant questions for practice, and, in particular, by taking important marketing academia-related research questions into account.