Current Issue Summary
Dec 2023 (Vol. 64, Issue 4)
Editor’s Desk
Navigating the Rapid Currents of Advertising: A Roadmap for Researchers
Noting the relentless pace of technological advances and shifting consumer preferences, Editor-in-Chief Colin Campbell outlines key challenges faced by advertising scholars and practitioners, with guidelines for how they can cope. Technology and enhanced consumer experience is a running theme in the current issue, he notes, including the use of autonomous sensory meridian response (ASMR) cues in advertising, cover images in pre-roll video ads that induce emotional responses, and effective retargeting strategies.