Whispers That Sell: The Marketing Potential of ASMR
Audience Communication and Technology
ASMR, or autonomous sensory meridian response, has been creating a quiet sensation for the last decade on the internet. Audio and visual cues recorded at close range — say, fingernails tapping on microphone or the scratchy sound of crinkly plastic — affect some people so intensely that they experience a tingly physical response. Some claim that ASMR calms them and even lulls them to sleep.
University of Florida College of Journalism and Communications Advertising Associate Professor and Chair Huan Chen wondered if ASMR experiences could be useful to marketers. Chen and UFCJC alumna Susanna Lee, assistant professor of media and communications at Temple University, focused on college-age consumers and used interviews and social media posts to determine if ASMR could be a valuable marketing tool.
The study explored how college-aged consumers perceive, experience, and interpret both ASMR content and ASMR-inspired advertising. Their mixed-method approach, combining in-depth interviews and social media text mining, revealed several key findings.
The research identified main themes in how young consumers experience ASMR content. Initially, viewers often perceive ASMR as “weird,” but this perception evolves into a pleasant “tingle” with continued exposure. The study also found that the ASMR experience is significantly enhanced when using earphones.
Regarding ASMR-inspired advertising, the study uncovered primary interpretations from consumers. ASMR ads were noted for their attention-grabbing quality and product-centered approach. Interestingly, consumers perceived these ads as specifically targeting young people. There was also a clear preference for friendly, soft-speaking voices in ASMR advertising.
The implications of this research are significant for marketers and advertisers. ASMR-inspired ads were found to be memorable and attention-grabbing due to their unique characteristics. The study suggests that ASMR advertising may be more effective when delivered through social media platforms rather than traditional media channels, as the use of earphones significantly enhances the experience.
The study also revealed that careful selection of celebrity endorsers is crucial for ASMR advertisements. Celebrities exhibiting chattiness, loudness or high energy levels were found to be incompatible with ASMR content, potentially leading to negative brand associations.
As brands continue to seek innovative ways to cut through the noise of traditional advertising, ASMR could offer a whisper-quiet revolution in marketing strategy.
The original article, “Can We Turn ASMR Experiences Into Advertising? College-Age Consumers’ Perceptions of ASMR Contents and Advertisements,” was published in the Journal of Advertising Research on Oct. 16, 2023.
Authors: Huan Chen and Susanna Lee
This summary was written by Gigi Marino.
Posted: August 28, 2024
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Audience, Communication and Technology
