Autonomous Sensory Meridian Response (ASMR) for Responding to Climate Change

Diana Bogueva and Dora Marinova
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Diana Bogueva: Curtin University Sustainability Policy (CUSP) Institute, Curtin University, Perth, WA 6102, Australia
Dora Marinova: Curtin University Sustainability Policy (CUSP) Institute, Curtin University, Perth, WA 6102, Australia

Sustainability, 2020, vol. 12, issue 17, 1-28

Abstract: Most climate change messages depict a picture of the devastating effects that anthropogenic activities have on the environment, expecting to mobilise human action. Built on the daunting scientific evidence, these gloomy messages can potentially emotionally harm a young audience. By contrast, this study explores the impact of Autonomous Sensory Meridian Response (ASMR) as an innovative marketing technique to communicate positive climate change messages. This study investigates whether ASMR could be used to encourage pro-environmental behaviour and create social bonding among young people. An ASMR video and two series of interviews with high school students were conducted in Sydney, Australia. The results show that the participants are divided in their opinion about the effectiveness of ASMR. Although all see ASMR as a completely new world in marketing, some are of the opinion that it can influence positive climate change behaviours while others are reluctant to accept it as a way to encourage action. Given the vastness and urgency of the climate change agenda, this novel marketing technique can find its way in promoting pro-environmental behaviours by utilising positive messaging and influencing a section of the young population.

Keywords: autonomous sensory meridian response (ASMR); climate change; positive messaging; neuromarketing, marketing techniques; Generation Z; pro-environmental behaviour (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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