The Use of ASMR in Advertising
Is ASMR in advertising a good idea?
Updated July 9, 2025 | Reviewed by Michelle Quirk
In the last decade, there have been several adverts incorporating visual and auditory input that can trigger autonomous sensory meridian responses ( ASMR ). 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. Such a sound might be a person whispering gently into a microphone while making a range of soft noises or fingernails tapping on a table. Advocates of ASMR claim the sounds make them feel deeply relaxed and calm, and they are almost spellbound to watch it to the end.
ASMR has in recent years had a big following on YouTube and TikTok . Reportedly , people can spend hours watching videos of people whispering. This has appealed to many well-known brands, as they aim to engage and attract consumers. Companies such as IKEA and Michelob have included ASMR into their advertising . A representative for IKEA even claimed that their ASMR advert increased sales between 4 and 5 percent. But is ASMR really the golden goose that lays golden eggs?
In three studies, it was found that advertisements featuring ASMR positively influenced recall. It is, however, worth noting that this was not found in a fourth study, even though it did lead to higher immersion. These studies all used well-known brands, and purchase intention and favourable attitudes to products advertised were not measured.
From other research, it appears that adverts containing ASMR are really only appealing to those who experience the physiological sensations. Those who don’t experience any physically based responses end up holding a negative attitude toward ASMR-based adverts, but only when the brand is unknown.
Similarly, it has also been found that when it comes to measuring pleasant affect responses to ASMR, it only occurs in those who experience tingling responses. Hence, it makes perfect sense that consumers who experience physiological reactions to ASMR in advertisements would also be those who generate a positive attitude to products advertised, as the affective response is likely to "transfer" onto what is being advertised.
To use ASMR or not to use ASMR?
The research evidence casts some doubt on how effective it is to include ASMR in advertising, especially as it is not clear how many people are able to experience ASMR. In two recent studies on ASMR, it was found that 27.6 percent and 22.7 percent, respectively, reported feeling moderate to strong ASMR. This aligns with previous suggestions of an ASMR prevalence of around 20 percent.
However, if a business has a well-established brand, it probably makes little difference whether you use ASMR as it will not have a negative influence on consumer attitudes. But, then again, it may be that that is also the case for most other types of adverts.
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Cathrine Jansson-Boyd, Ph.D., is a Consumer Psychologist based at Anglia Ruskin University, Cambridge, UK.
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This article is part of the Bringwise Psychology Journal — daily insights on human behavior, mental health, and personal growth.