Current Issue Summary
March 2024 (Vol. 64, Issue 1)

Editor’s Desk
The JAR 2024 List of Research Priorities: An Advertising Industry-Informed List of Areas Where Research Is Needed Most

SPECIAL ISSUE INTRODUCTION
How to Use the Power of Advertising to Enhance Social Good: Introducing a Special Issue on Prosocial Advertising Messages

FEATURE ARTICLES

The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes: Tasty but Unhealthy, Healthy but Not Tasty — Duality Considerations in Health Messaging

How Message Framing and Visual Cues Drive Health-Related Advertising Effectiveness: Consumer Response to Social and Mass Media Promotion for Pregnancy Screening Programs

How Charitable Appeals Shape Donors’ Donation Choices — Giving Food or Books: Nuances in Donors’ Responses to Positive versus Negative Appeals

Purpose Advertising and the Credibility Gap: How Consumers Respond to Established versus Emergent Brand Activist Messaging

When Are Photographs or Illustrations More Effective in Public Service Ads? The Role of Visual Medium in Consumer Response toward Public Service Announcements

Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising: Will the Match Lead to Persuasive Outcomes by Consumers?