The ABCs of ASMR
By Vilhelmiina Haavisto, Deputy Science and Tech Editor
Autonomous sensory meridian response (ASMR) is described by those who experience it as a pleasant, tingling sensation on the skin of the scalp, neck, and spine. It may also be coupled with feelings of contentment, joy, and relaxation.
The term ‘ASMR’ was first coined in 2010, however before then it was known colloquially by many names, including attention-induced euphoria. Even before the feeling was given an ‘official’ name, though, content and discussions intended for people who experience it were already present on internet sites such as Reddit. The anecdotal evidence for ASMR as a real sensory experience was strong even when science had not yet caught up with the phenomenon.
Below is the Youtube search trend history for the term "asmr" over the last decade.
However, this changed when the first peer-reviewed, scientific paper about ASMR was published in 2015. Its authors surveyed over 500 people who reported that they experience and regularly consume ASMR content. The researchers were particularly interested in the behavioural patterns of their participants with regards to ASMR, and any potential benefits of consuming ASMR media for sufferers of chronic pain, anxiety, and depression.
Photo by Kristina Flour/ Unsplash
These seminal results were enlightening – 98% of those surveyed said they sought out ASMR content for relaxation purposes, and large proportions also reported using it to get to sleep or for stress management. Further analysis revealed four main “triggers” that participants reported to cause them to experience ASMR; these were whispering, personal attention, crisp sounds, and slow movements. All four elicited a response from over half of the participants – indeed, whispering was the most popular trigger as three-quarters of participants agreed that it caused them to experience ASMR. Furthermore, 38 out of 45 chronic pain sufferers in the group reported that experiencing ASMR improved their symptoms, and individuals who scored highly on a depression screening test, presented to them by the researchers, also reported a larger improvement in mood when consuming ASMR content than low-scorers.
Individuals who scored highly on a depression screening test... also reported a larger improvement in mood when consuming ASMR content than low-scorers.
ASMR has become somewhat of a pop culture phenomenon, and the community has found a home on Youtube, where ASMRtists post videos that garner millions of views. There are many different kinds of videos to choose from, each with their own mix of triggers that appeal to different people. Just a few examples of these include role plays of ‘personal attention’ situations such as doctor’s appointments and massages; tapping and scratching sounds; eating; and typing on a keyboard. Some companies have even embraced ASMR for marketing purposes. In 2017, IKEA USA uploaded a 25-minute video on how to create a relaxing college bedroom space, entitled “Oddly IKEA: IKEA ASMR ”. The video features making a bed, organizing a wardrobe, and setting up a shelving unit – all sounds included.
Further research is being done to better understand how and why ASMR works. For example, a paper from earlier this year found that there are actual physiological reactions associated with watching ASMR videos – but only if the person watching actually experiences ASMR. Their research found that the heart rate of participants who experience ASMR decreased more while watching the videos than the heart rate of participants who do not experience it. They believe that this observed decrease was actually comparable to results from studies examining the effects of mindfulness and music on reducing stress. The authors concluded that ASMR is a “reliable and physiologically-rooted experience” that may well be beneficial to both the physical and mental health of those who experience it.
ASMR is not for everyone, though. There is not really a consensus yet on whether experiencing ASMR just requires finding the right trigger, or whether some people simply do not experience it and never will. In any case, it is clear that there is a case to be made for the positive effects of ASMR on the mind and body, though the scientific evidence is still in its early stages.
Featured Image: Siddharth Bhogra/ Unsplash
What are your thoughts on ASMR? Let us know!