Yun, C. I. H., & Atkinson, L. (2026). “For Your Health” Versus “For the Environment”: Exploring Congruency and Incongruency Between Message Appeals and Temporal Framing. Journal of Current Issues & Research in Advertising, 47(2), 238–257. https://doi.org/10.1080/10641734.2025.2495919

Yun, C. I. H., & Atkinson, L. (2026). “For Your Health” Versus “For the Environment”: Exploring Congruency and Incongruency Between Message Appeals and Temporal Framing. Journal of Current Issues & Research in Advertising, 47(2), 238–257. https://doi.org/10.1080/10641734.2025.2495919

Yun, C. I. H., &amp; Atkinson, L. (2026). “For Your Health” Versus “For the Environment”: Exploring Congruency and Incongruency Between Message Appeals and Temporal Framing. Journal of Current Issues &amp; Research in Advertising, 47(2), 238–257. https://doi.org/10.1080/10641734.2025.2495919

47.2-4: The Right Message at the Right Moment

You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.

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47.2-4: The Right Message at the Right Moment

47.2-4: The Right Message at the Right Moment