PT  - JOURNAL ARTICLE
AU  - Micael Dahlen
AU  - John Karsberg
AU  - Sofie Sagfossen
AU  - Helge Thorbjornsen
AU  - Fredrik Lange
TI  - Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads?
AID  - 10.2501/JAR-2019-023
DP  - 2019 Jun 25
TA  - Journal of Advertising Research
PG  - JAR-2019-023
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/06/21/JAR-2019-023.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/06/21/JAR-2019-023.full
AB  - People increasingly are in motion when exposed to advertising, which begs the question, “Are moving consumers more influenced by advertising?” This article builds on grounded cognition—the premise that the body influences the brain—to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand. Prompted by movement (e.g., exercise), these effects are caused by an increased state of physical arousal. This phenomenon is accentuated when the advertisement is less related to the arousing context, because people are not reminded of the source of the arousal. Implications for researchers and advertisers are discussed.