ASMR is causing a sensation in advertising — but is it worth the risk?

ASMR (autonomous sensory meridian response) is a tingling sensation that usually begins on the scalp and moves down the back of the neck and upper spine. The physiological experience affects between 28 and 38 percent of the population, with many reporting feelings that can border on euphoria in response to gentle stimuli such as whispering, soft tapping or quiet crunching.  

In today’s lexicon, ASMR is more commonly used to describe the videos featuring the acts that bring on the sensation, rather than the experience itself. Despite the population being divided between those who find it comforting and those who find it annoying, its rising popularity is beyond doubt: in 2023, ASMR was YouTube’s third most popular search term.  

Gently does it

Given its obvious appeal, ASMR is being explored by advertisers as a tool to increase engagement. But with some people experiencing unpleasant responses including anger and anxiety, it’s an area that requires careful study before being widely adopted. 

Only around a third of the population receives ASMR positively

To address this, Justin Cohen (Ehrenberg-Bass Institute for Marketing Science, UniSA Business School, University of South Australia), Sean Sands (Department of Management and Marketing, Swinburne University of Technology, Hawthorn, Australia), Colin Campbell (Department of Marketing, University of San Diego School of Business, US) and Associate Professor at Esade Alexis Mavrommatis have conducted a three-part study to examine the impact of ASMR in advertising.  

Their research, published in the Journal of Retailing and Consumer Services, revealed mixed results. Overall, the team found a mainly negative effect from advertising featuring ASMR but a positive reaction from those who enjoy the sensations. The research explores the potential impact for ASMR ads and how the results can be channeled into positive relationships between brands and consumers.  

Are ASMR ads worth the gamble?

Brands including Apple and KFC are already experimenting with ASMR, and IKEA reported a five percent increase in sales in-store and online following an ASMR-focused ad campaign. But with only around a third of the population receiving it positively, using ASMR in ads is a gamble with poor odds. IKEA’s success shows it can work — but how can advertisers be sure they’ll yield positive results?  

To find out, the researchers explored consumer reactions to ASMR ads, their feelings about the ads and the resulting impact on brand reputation. Two versions of each of three ads were used in the study: a Swiss chocolate brand, an American automotive manufacturer, and the same automotive ad anonymized by removing all branding.  

The study found a mainly negative effect from advertising featuring ASMR but a positive reaction from those who enjoy the sensation

One version of each ad contained a normal voiceover, the other was ASMR-enhanced. Participants, who were assessed on their level of ASMR awareness and usual reaction, were randomly selected to view one of the ads in their study. They were then asked to respond to a set of questions related to their attitude toward the ad and brand, their physiological response and their emotional response to the ad. 

The advertising influencers

Previous research has shown how motivation, opportunity and ability (MOA) affect how consumers process ads. Motivation to watch is influenced by personal relevance to the ad, opportunity involves external conditions such as time constraints or noise, and ability describes the knowledge that influences a viewer’s capability to understand the ad. 

The elements contained within each ad are also important to drive engagement. Executional factors, such as the use of novelty with the use of distinctive or surprising elements, emotional appeals, and the clarity of messaging can all significantly influence how an ad is processed. Further research shows how sensory cues can capture attention and evoke emotional connection. Visual cues are more likely to attract attention, while music and sound enhance the emotional response to the ad and brand.  

ASMR is a novel auditory executional cue. However, an ASMR ad is more likely to be noticed than a traditional ad featuring novel aspects because it’s so different from what’s expected. Previous research shows that even when the use of shock is perceived as annoying or unwanted, it can still have a positive effect on brand relationships because the ad is remembered. But, with two-thirds of the population experiencing unpleasant reactions to ASMR, does its shock value have the same impact? 

Tread softly

Overall, the research shows that the answer is no. While ASMR ads can have both a positive and a negative effect (mainly due to the individual response to ASMR), the findings show that the general population responds negatively. If the ad is from a well-known name, the response isn’t negative enough to damage the brand. But when participants were asked to rate the anonymized ASMR ad, they reacted negatively to both the ad and the brand. 

Emerging brands who want to establish a favorable consumer response should avoid the use of ASMR

For new and emerging brands pondering whether to adopt the ASMR approach, the advice from the researchers is to tread very softly. While it can be an effective technique for engagement and sales outcomes, as IKEA has shown, emerging brands who want to establish a favorable consumer response should avoid the use of ASMR. 

However, because the research showed that the use of ASMR did elicit positive responses in the people who gain pleasure from the phenomenon, it can still have a place in campaigns if used carefully. Advertising managers may find it beneficial to develop a targeted strategy for ASMR that recognizes that, while its appeal is limited, it can generate a very positive response in some consumers. Using ASMR-like elements such as whispering, nature sounds or soothing visuals in ads can also help to enhance engagement and lead to better ad reception. 

ASMR remains relatively uncommon in ads, and the researchers acknowledge their study was limited to whispering as opposed to a wider selection of noises. But it’s an area that should be explored, and future research could consider how customer segmentation can be used more effectively and what tools and strategies would aid the approach.