Can a whisper boost recall of video advertisements? Exploring the effects of Autonomous Sensory Meridian Response (ASMR) in advertising

Sean Sands, Colin Campbell, Alexis Mavrommatis, and Veronika Kadomskaia

Autonomous sensory meridian response (ASMR) is an increasingly popular YouTube trend and has recently crossed into the advertising domain.
Sands et al

Management Slant

  • Advertisements featuring ASMR can have positive effects on recall, which is mediated by the intensity of tingles experienced, immersion and narrative transportation.
  • ASMR’s effects depend on the activation of tingles...

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