Congruency, Expectations and Consumer Behavior in Digital Environments

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

• Deeper Understanding of the Role of Mental Construal for Advertising Processing and Pictoral Product Presentations in Digital Environments.- Impact of Human-like Attributes on the Acceptance of Digital Voice Assistants.- More Profound Understanding of Complaint Management in the Eye of the Beholder in Online Environments.- Impact of Expectations on the Choice of eSports Event Consumption Form and Videogame Success.