Technology has had a profound effect on twentieth‐century society and is increasingly changing the nature of the way we live our lives in the twenty‐first century, particularly, but not solely, through innovations in digital and social media marketing. As media and other technologies change, the question arising concerns how these changes impact on consumers’ attitudes and behaviors, and consequently on their lives. In this special edition, nine papers are presented, outlining cutting‐edge research exploring how changing technologies affect consumer attitudes, emotions, and behaviors in a variety of country settings and industries. In this introductory editorial, the papers are outlined in further detail, with a brief exposition of their contribution.