Abstract
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.
- Received September 16, 2016.
- Received (in revised form) May 4, 2018.
- Accepted November 8, 2018.
- Copyright © 2020 ARF. All rights reserved.
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Vol 60 Issue 4
