TY - JOUR T1 - Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads? JF - Journal of Advertising Research JO - J Advert Res SP - 417 LP - 425 DO - 10.2501/JAR-2019-023 VL - 60 IS - 4 AU - MICAEL DAHLEN AU - JOHN KARSBERG AU - SOFIE SAGFOSSEN AU - HELGE THORBJØRNSEN AU - FREDRIK LANGE Y1 - 2020/12/01 UR - http://www.journalofadvertisingresearch.com/content/60/4/417.abstract N2 - 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. ER -