Applebee’s joins Sony, Toyota, Pepsi, KFC, Dove, Ritz, IKEA, and Glenmorangie Whisky in utilizing ASMR videos for marketing.
The new video is posted on their YouTube video channel, “Applebee’s Grill & Bar” and the video is titled, “[ASMR] One Hour of Soothing Grill Sounds – Sizzling Meat”
Helle Breth Klausen is pursuing her Ph.D. from the Department of Media and Journalism studies at Aarhus University in Denmark.
For her PhD dissertation she will be characterizing ASMR through the experiences of ASMR video viewers.
In my interview with Helle she shares why she decided to study ASMR, her primary hypothesis and methods, preliminary results she acquired with her Master’s dissertation, and her plans to share the results from this project.
Marcus Nystrand is an undergraduate student in the Visual Communications program at Beckmans College of Design in Stockholm, Sweden.
For his graduation project he decided to create videos with synthetic ASMR triggers and survey if they are able to stimulate ASMR in viewers.
What are “synthetic ASMR triggers?” Marcus created computer-generated animations that have some properties of ASMR triggers (e.g., movements, sounds) but without the presence of human forms (e.g., hands) or human objects (e.g., brushes).
In short, his project is asking, “Can non-human motions, items, and sounds trigger ASMR?”
His animations are extremely high quality, very imaginative, and deeply mesmerizing. Will they trigger your ASMR?
Read on to learn a bit more about his project, then click the link to view his amazing videos and answer his short survey questions.
Melina Delanghe is a graduate student at Vrije Universiteit Brussel in Brussels, Belgium. She is pursuing her Master’s Degree in psychology in the Department of Biological & Cognitive Psychology.
For her Master’s Thesis, she decided to do an ASMR research project with Dr. Elke Van Hoof as her faculty advisor.
She investigated the ability of ASMR videos to affect the heart rates of individuals diagnosed as Highly Sensitive Persons and also in a control group.
I’ve created a new page for the website titled, “Health Benefits of ASMR.”
The page has a list of conditions which may be improved by experiencing ASMR. Each condition includes supporting resources such as; published research, ongoing research, testimonials, and supportive articles.
Unfortunately, it will take a lot more research, especially clinical studies, before the potential clinical application of ASMR will be understood. This new page just highlights some of the initial support that will hopefully assist and inspire other researchers and clinicians to do more studies.
If ASMR has helped you somehow, you can share your experience at the Voices of ASMR project and it will automatically be included to this new page.
If you know of a resource which highlights how ASMR has helped someone, then please send a link to asmruniversity@gmail.com and I’ll add it the page.
A current list of the potential health benefits of ASMR (with links to supporting resources) is below.
Sony joins Toyota, Pepsi, KFC, Dove, Ritz, IKEA, and Glenmorangie Whisky in utilizing ASMR videos for marketing.
The ASMR-style videos highlight the video recording quality of the Sony Xperia XZ1 phone. The full campaign and videos are posted on the website of Carphone Warehouse, the top independent mobile online retailer in the UK.
What prompted Carphone Warehouse and Sony to create ASMR videos to help promote the Xperia XZ1 phone?
This is the fourth peer-reviewed research study about ASMR. It was published March 30, 2017 in the journal Multisensory Research.
The research paper is titled, “Assessing individual variation in personality and empathy traits in self-Reported Autonomous Sensory Meridian Response”.
What does whisky now have in common with soda, fried chicken, chocolate, crackers, furniture, and cars?
Yes, ASMR-inspired commercials.
Scottish distillery Glenmorangie, which focuses on producing single malt scotch whiskey, has rolled out three campaign videos which incorporate ASMR triggers.
Earlier this year a health bulletin was posted by United Concordia Health Insurance about the potential benefits of ASMR for easing dental anxiety. This was the first public support I had seen for the potential health benefits of ASMR by a health insurance provider.
And now another health insurance provider is publicly promoting the potential benefits of ASMR to relieve stress and inducing sleep.
AXA PPP Healthcare is one of the largest health insurance providers in the UK and last month they posted an article titled, “ASMR – Autonomous sensory meridian response.”
The posting includes text, a video, an audio file (both created by Emma Smith, the ASMR artist known as WhispersRed), and also an infographic about the potential biology of ASMR.
Veronica Pastore is pursuing her M.Sc. degree in Marketing Management at Bocconi University in Milan, Italy.
She chose ASMR for the topic of her Master’s Thesis, which was titled, “Autonomous Sensory Meridian Response (ASMR) Videos: An Exploratory Analysis of Communication and Sales Potential for Companies.”
ASMR University 