Interim Dean Marla Royne Stafford Wins Best Article at American Academy of Advertising Conference

MEMPHIS, TN—April 10, 2019. Interim Dean Marla Royne Stafford from the Fogelman College and Business and Economics at the University of Memphis accepted the "2018 Best Article of the Year" award in the Journal of Current Issues and Research in Advertising at the American Academy of Advertising Annual Conference in Dallas, Texas on March 30.

This prestigious award was based on Dean Stafford's work authored with Drs. Kathrynn Pounders and Seungae Lee and titled, The Effectiveness of Guilt and Shame Ad Appeals in Social Marketing: The Role of Regulatory Focus. The article was published in the first issue of Volume 39 in 2018.

"It is exciting to research current issues and publish where faculty and PhD candidates can read, relate and incorporate into their thinking and lecturing. Contemporary topics give applicability to the hours of research and findings that go into each article," said Dean Stafford.

Specifically, this work examines the interplay of emotional appeal (guilt versus shame) and regulatory focus of the message (promotion versus prevention) on consumer response to a social marketing campaign.

Dean Stafford is a past president of the AAA and past editor of the Journal of Advertising, also published by the American Academy of Advertising.