Advertising “On the Go”: Are consumers in motion more influenced by ads? Why advertisers should consider consumers’ physical activity when planning ad campaigns

Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange

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.

MANAGEMENT SLANT

  • Consumer movement increases the effectiveness of advertising.
  • Physical activity, in the form of walking around in a public space, walking up a set of stairs, or doing cardio exercise in a gym, positively affects attitudes and i

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