PT  - JOURNAL ARTICLE
AU  - Sean Sands
AU  - Colin Campbell
AU  - Alexis Mavrommatis
AU  - Veronika Kadomskaia
TI  - Can a Whisper Boost Recall Of Video Advertisements?
AID  - 10.2501/JAR-2022-016
DP  - 2022 Sep 01
TA  - Journal of Advertising Research
PG  - 287--296
VI  - 62
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/62/3/287.short
4100  - http://www.journalofadvertisingresearch.com/content/62/3/287.full
SO  - J Advert Res2022 Sep 01; 62
AB  - 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.