Can We Turn ASMR Experiences Into Advertising? College-Age Consumers’ Perceptions Of ASMR Contents and Advertisements

In this episode, Susanna S. Lee from Temple University tells us more about studies she and co-author Huan Chen from the University of Florida conducted about how ASMR (those whispery, tingly videos) is making its way into ads. They looked at what young adults think about this trend, analyzing thousands of comments on IKEA’s ASMR ad campaign. Their study reveals that while ASMR might seem odd at first, many find it relaxing and helpful for stress or sleep. On the ad side, it turns out that soft voices and focusing on the product can really grab people's attention, with a good chunk of viewers reacting positively.

Read the article: https://www.journalofadvertisingresearch.com/content/63/4/335.abstract

Authors:

Susanna S. Lee, Temple University: https://klein.temple.edu/directory/susanna-lee-tuq69671

Huan Chen, University of Florida: https://www.jou.ufl.edu/staff/huan-chen/

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