The Role of ASMR in Advertising: A Controversial Approach

July 7, 2025 - 20:08

Should autonomous sensory meridian responses (ASMR) be included in advertising? This question has sparked considerable debate among marketers and consumers alike. ASMR is a phenomenon characterized by a tingling sensation, often triggered by specific auditory or visual stimuli, which many people find relaxing and pleasurable.

In recent years, some brands have begun to experiment with ASMR in their advertising campaigns, aiming to create a deeper emotional connection with their audience. Proponents argue that ASMR can enhance brand recall and foster a sense of intimacy, making consumers more receptive to marketing messages. By invoking these sensory responses, advertisers hope to stand out in an increasingly crowded marketplace.

However, critics caution that ASMR may not resonate with everyone. The subjective nature of sensory experiences means that while some individuals may find ASMR soothing and engaging, others may feel indifferent or even uncomfortable. This raises questions about the effectiveness of ASMR as a universal marketing tool. As brands continue to explore this innovative approach, the impact of ASMR in advertising remains a topic of ongoing discussion.