Tingly Sensations Can Boost Recall in Video Ads

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Summary

Autonomous Sensory Meridian Response (ASMR) is increasingly used in video ads to magnify your experience with, for example, whispers that trigger tingling sensations. Using four experiments, a global research team explores consumers’ reactions to ASMR and its sensory effect on memory.

Authors’ bios:

Sean Sands (ssands@swin.edu.au) is a professor of marketing and the department chair in the department of management and marketing at Swinburne University of Technology. His range of research topics include customer experience and digital marketing.

Colin Campbell (colincampbell@sandiego.edu), is the incoming JAR editor-in-chief and an associate professor of marketing in the Knauss School of Business at the University of San Diego. His research focuses on the innovations and resulting challenges that the internet presents for marketers. Campbell is an expert on digital and social media advertising, with a particular focus on online video advertising, influencer and native advertising and deal collectives. This article was accepted in peer review under his predecessor at the JAR, John B. Ford.

Alexis Mavrommatis (alexis.mavrommatis@esade.edu) is an associate professor in the department of marketing at ESADE Business School, Barcelona and a member of the Canadian biopharmaceutical company Avicanna’s advisory board.

Veronika Kadomskaia (vkadomskaia@swin.edu.au) is an adjunct research fellow at Swinburne University of Technology’s department of management and marketing. Her interests lie in consumer culture and tourism.