Editorial: What Do People Do with Advertising? The Critical Question

Abstract

The new editor of the Journal of Advertising Research notes that the current issue focuses on the topic of emotion in advertising. Practitioners acknowledge that effective advertising, which helps build powerful, lasting brand relationships, is a balance of head and heart. We are also beginning to translate learning from cognitive psychology and neuroscience on how meaning is created, memories retained, and decision making happens in everyday life. New understanding and new measurements can result in risk taking that will increase creative, highly engaging advertising. (PsycINFO Database Record (c) 2016 APA, all rights reserved)