Sonic sensations: Navigating the mixed outcomes of ASMR in retail advertising

Justin Cohen, Sean Sands, Colin Campbell and Alexis Mavrommatis

Journal of Retailing and Consumer Services, 2024, vol. 80, issue C

Abstract: This paper investigates the influence of Autonomous Sensory Meridian Response (ASMR) elements in advertising on consumer attitudes. Through three experimental studies, we assess the impact of ASMR on attitudes toward ads and brands across hedonic and utilitarian product categories, and for known and unknown brands. Our findings reveal a generally negative effect of ASMR on ad attitudes among the wider population but identify a positive impact among those who experience ASMR's physiological sensations, as serially mediated through physiological and emotional responses. Notably, negative brand attitudes were observed only with unknown brands. This research underscores the nuanced role of ASMR in advertising, highlighting the potential for positive effects within a specific consumer segment, while cautioning against its broader application.

Keywords: ASMR; Advertising; Ad attitude; Brand attitude (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:80:y:2024:i:c:s0969698924001966

DOI: 10.1016/j.jretconser.2024.103900

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