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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
DOI: 10.2501/JAR-2022-016 Published 1 September 2022
Sean Sands
Swinburne University of Technology,
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  • For correspondence: ssands@swin.edu.au
Colin Campbell
University of San Diego,
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  • For correspondence: colincampbell@sandiego.edu
Alexis Mavrommatis
ESADE,
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  • For correspondence: alexis.mavrommatis@esade.edu
Veronika Kadomskaia
Swinburne University of Technology,
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  • For correspondence: vkadomskaia@swin.edu.au
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Abstract

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.

  • Received September 12, 2021.
  • Received (in revised form) March 9, 2022.
  • Accepted March 17, 2022.
  • Copyright © 2022 ARF. All rights reserved.
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Vol 62 Issue 3

Journal of Advertising Research: 62 (3)
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Can a Whisper Boost Recall Of Video Advertisements?
Sean Sands, Colin Campbell, Alexis Mavrommatis, Veronika Kadomskaia
Journal of Advertising Research Sep 2022, 62 (3) 287-296; DOI: 10.2501/JAR-2022-016

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Can a Whisper Boost Recall Of Video Advertisements?
Sean Sands, Colin Campbell, Alexis Mavrommatis, Veronika Kadomskaia
Journal of Advertising Research Sep 2022, 62 (3) 287-296; DOI: 10.2501/JAR-2022-016
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    • MANAGEMENT SLANT
    • INTRODUCTION
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