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.

中文翻译：

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“随时随地”投放广告：运动中的消费者是否会受到广告的更大影响？

摘要人们在接触广告时越来越动了，这引出了一个问题：“移动消费者是否更受广告影响？” 本文基于扎根的认知（即身体影响大脑的前提）来证明体育锻炼对广告和品牌的态度和意图具有积极影响。在运动（例如运动）的提示下，这些影响是由于身体唤醒状态的增强引起的。当广告与唤醒环境的联系较少时，这种现象就会加剧，因为人们不会想起唤醒的来源。讨论了对研究人员和广告商的影响。