Project R-14078

ASMR marketing: The effect of ASMR adverts and its interaction with responder type, ad message type, and product type on consumer reactions. (Research)

Autonomous Sensory Meridian Response (ASMR) is a recently documented but scarcely studied phenomenon that evokes a tingling sensation, felt across the head and neck, as a response to gentle repetitive sounds. Its recent popularity has seen it gain much attention in advertising. Despite this, little is known about ASMR advertising effects, its underlying mechanisms, and boundary conditions. Therefore, this doctoral dissertation aims to increase our understanding of (1) the underlying processes of ASMR advertising, (2) the moderating role of individual differences, and (3) the interaction effect with ad and product type. Concerning the individual differences, there are those who feel the sensation, ASMR responders, and those who do not, ASMR nonresponders. Despite these individual differences, ASMR adverts still target both types of responders. Furthermore, the immersive and affective nature of ASMR advertising might be particularly effective for transformational messages and experiences goods, however, this remains to be studied. This research will conduct a mixed-method approach in which the underlying processes of ASMR effects will be examined through qualitative research in Stage 1. Stage 2 aims to confirm our proposed model and test the moderating role of ASMR responder type on ASMR advert effects by conducting two experiments. Stage 3 aims to examine the interaction effect of ASMR adverts with ad type and product type with two experiments.

01 November 2023 - 31 October 2027