In Episode 4, Karen talks with Andrea Webb Luangrath and Joann Peck about their 2022 paper  “Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality”. After Andrea developed the idea in a doctoral seminar over a decade ago, the project hibernated for a few years before she and Joann brought it back to life. Knowing the paper addressed a relevant question digital marketers were interested in plus a theoretical gap, they’ll talk about how they pushed forward post-rejection and worked with coauthors William Hedgcock and Yixiang Xu to bring this now well-cited paper to publication.