RT Journal Article SR Electronic T1 Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads? JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2019-023 DO 10.2501/JAR-2019-023 A1 Micael Dahlen A1 John Karsberg A1 Sofie Sagfossen A1 Helge Thorbjornsen A1 Fredrik Lange YR 2019 UL http://www.journalofadvertisingresearch.com/content/early/2019/06/21/JAR-2019-023.abstract 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.