A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study.

技术的进步、数字环境的日益扩展和使用导致了商业活动的显著转变。这些转变不仅影响商业，也影响消费者的态度、信念和实践。因此，Frederic Nimmermann揭示了在数字环境（如广告）中，中心分区的消费者行为。六篇论文针对这些中心分区的具体现象，以便更深入地了解消费者及其相关行为。学术界和实践者都从这项研究的结果和启示中获益。