Essays on the Explanatory Power of Parallel Process Models : Application to Online Services, Brand Heritage and Unethical Corporate Behavior

This cumulative dissertation seeks to understand consumer reactions towards various stimuli, such as online services (online service environments, virtual conversational agents [VCA ]), brand heritage and corporate transgressions. A total of eight empirical research papers employ mixed methods to help both researchers and marketers improve their understanding of consumers’ parallel process channels and boundary conditions of these effects. The two parallel process models that were examined are the stereotype content model (SCM) and the moral decoupling framework.

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