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 can be more expensive than other venues.

INTRODUCTION

This article asks the simple question, “Are moving consumers more influenced by advertising?” To the best of the authors’ knowledge, this question has not been investigated before, even though consumers increasingly are exposed to advertising while they are in motion. Advertisements are omnipresent when consumers are on the move, whether in the streets, on the stairs in the subway, in shopping malls and airports, or in gyms. With the rapid increase of digital advertising and location-based advertisements, most of which are viewed on smartphones or other portable devices, consumers increasingly are being exposed to online advertising while on the go.