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, Veronika Kadomskaia

Producció científica: Article en revista indexadaArticleAvaluat per experts

1 Citació (Scopus)

Resum

Autonomous sensory meridian response (ASMR) is an increasingly popular YouTube trend and has recently crossed into the advertising domain. Mainstream brands have all developed advertisements featuring ASMR in recent years; however, little is known about the effects of ASMR. Across four experiments, the authors investigate the effect of ASMR, versus that of normal audio, in advertisements and show that it positively affects recall. The authors also explore the process through which these effects occur, showing how ASMR experience intensity, immersion, and narrative transportation serially mediate the effect. With this set of studies, the authors provide initial evidence as to how ASMR can be used in advertisements to enhance recall.

Idioma originalAnglès
Pàgines (de-a)287-296
Nombre de pàgines10
RevistaJournal of Advertising Research
Volum62
Número3
DOIs
Estat de la publicacióPublicada - 1 de set. 2022
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