Our call for papers attracted several submissions of papers presented at the 6th Annual EuroMed Academy of Business Conference. The objective of this ebook was to extend the research on consumer behavior within the fields of marketing and entrepreneurship in a varied set of contexts. The topics investigated range from psychological investigations of the effects of anticipatory emotions, to behavioral assessments of consumer purchase and satisfaction. In conclusion, the resulting seven chapters in this ebook provide new insights into the latest consumer research in marketing and entrepreneurship, which enhances theoretical and practical understanding across a variety of contexts, involving data from several industries and countries.