Current Issue Summary
Sept 2023 (Vol. 64, Issue 3)
Special Issue Preview: Analyzing the Effectiveness of Prosocial Advertising Appeals
JAR Associate Editor Marla Royne Stafford (University of Las Vegas, Nevada) offers a preview of a forthcoming special issue on prosocial advertising messages—the topic of the call for papers she led this year. Among the potential and pertinent topics, Royne Stafford had called for investigation into “advertising’s role in alleviating societal problems and developing public policy, creating messages that have strong influence on individual behavior, developing campaigns that reduce public stigma, and using new technologies” to create effective advertising for encouraging prosocial behaviors. “Not surprisingly,” she notes, “a majority of submissions focused primarily on advertising appeals”—as do the next three articles.

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Advertising Eco-Friendly Behavior to Young Adults: “Sweat” or “Do Good”? How Young Men and Women Respond to Physical Activity- vs. Caring-Oriented Appeals
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Do Consumers Prefer Sad Faces on Eco-Friendly Products? How Facial Expressions on Green Products in Advertisements Influence Purchase Intentions
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When and Why Are Consumers Willing to Help For-Profit Companies in Distress? The Corporate Vulnerability Appeal: Conditions that Drive Its Effectiveness

Read the summary here.