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Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads?: Why Advertisers Should Consider Consumers' Physical Activity when Planning Ad Campaigns
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- Dahlén, Micael (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Karsberg, John (author)
- H&M (SE)
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- Sagfossen, Sofie (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- (creator_code:org_t)
- World Advertising Research Center, 2020
- 2020
- English.
- In: Journal of Advertising Research. - : World Advertising Research Center. - 1740-1909 .- 0021-8499. ; 60:4, s. 417-425
- Journal article (peer-reviewed)
Abstract
Subject headings
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- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
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- art (subject category)
- ref (subject category)
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- Karsberg, John
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- Lange, Fredrik
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