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

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 intentions toward an advertisement’s sponsor.
  • The effect occurs because the heightened state of arousal from physical activity is transferred to the advertisement, hence leading to positive effects on the evaluation of the advertisement.
  • The findings suggest that companies should consider consumer movement when planning advertising and also that media spaces where consumer movement likely will occur...

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