Autonomous sensory meridian responses (ASMR) induce a tingling sensation in individuals, primarily through specific auditory stimuli, affecting their reactions to advertisements. Many brands, including IKEA and Michelob, have incorporated ASMR in their advertising efforts, with IKEA reporting a sales increase due to their ASMR campaign. Studies indicate that ASMR advertisements can enhance recall; however, results vary across different studies regarding effectiveness. ASMR seems primarily beneficial to those who experience the sensation, leading to negative perceptions among non-experiencers when unknown brands are advertised.
ASMR is when people experience a tingling sensation in the scalp, down the back of the neck, and sometimes in the back as a response to hearing a particular sound.
Although ASMR adverts positively influenced recall in three studies, a fourth study showed different results, particularly regarding immersion.
Research suggests ASMR advertisements appeal mostly to those who experience physiological sensations; those who don't may have negative attitudes towards such ads, especially with unknown brands.
Brands like IKEA and Michelob have utilized ASMR in advertising, with IKEA noting a sales increase of 4 to 5 percent from their ASMR advert.
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