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Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention

Laura De Kerpel (UGent) , Anneleen Van Kerckhove (UGent) and Tina Tessitore (UGent)
(2024) INTERNATIONAL JOURNAL OF ADVERTISING. 43(4). p.716-745
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Abstract
ASMR is a sensory response characterized by physical tingles in the head and spine that can be induced by everyday life cues like watching or hearing someone's hair being brushed. As numerous videos are now deliberately designed to evoke ASMR, brands have also shown interest to include ASMR cues in their advertisements. This paper presents three studies scrutinizing ASMR experiences, both in a non-advertising and advertising context. First, a web-scraping study suggests that ASMR is typically associated with feelings of relaxation. Furthermore, two experiments show the positive influence of embedding ASMR cues in advertisements on consumers' purchase intentions. A serial mediation analysis demonstrates that this positive effect can be explained by increased feelings of relaxation, which enable a better flow-like experience. Finally, theoretical and managerial implications are discussed.
Keywords
ASMR, advertising, relaxation, flow state, purchase intentions, OPTIMAL EXPERIENCE, MENTAL SIMULATION, CONSUMER RESPONSE, BACKGROUND, MUSIC, WEB SITES, FLOW, PRODUCT, IMPACT, TRANSPORTATION, ENVIRONMENTS

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MLA
De Kerpel, Laura, et al. “Can You Feel the Advertisement Tonight? The Effect of ASMR Cues in Video Advertising on Purchase Intention.” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 43, no. 4, 2024, pp. 716–45, doi:10.1080/02650487.2023.2262328.
APA
De Kerpel, L., Van Kerckhove, A., & Tessitore, T. (2024). Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention. INTERNATIONAL JOURNAL OF ADVERTISING, 43(4), 716–745. https://doi.org/10.1080/02650487.2023.2262328
Chicago author-date
De Kerpel, Laura, Anneleen Van Kerckhove, and Tina Tessitore. 2024. “Can You Feel the Advertisement Tonight? The Effect of ASMR Cues in Video Advertising on Purchase Intention.” INTERNATIONAL JOURNAL OF ADVERTISING 43 (4): 716–45. https://doi.org/10.1080/02650487.2023.2262328.
Chicago author-date (all authors)
De Kerpel, Laura, Anneleen Van Kerckhove, and Tina Tessitore. 2024. “Can You Feel the Advertisement Tonight? The Effect of ASMR Cues in Video Advertising on Purchase Intention.” INTERNATIONAL JOURNAL OF ADVERTISING 43 (4): 716–745. doi:10.1080/02650487.2023.2262328.
Vancouver
1.
De Kerpel L, Van Kerckhove A, Tessitore T. Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention. INTERNATIONAL JOURNAL OF ADVERTISING. 2024;43(4):716–45.
IEEE
[1]
L. De Kerpel, A. Van Kerckhove, and T. Tessitore, “Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention,” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 43, no. 4, pp. 716–745, 2024.
@article{01HCYTZ6NXB8WKGQ4Y03A1JCQ2,
  abstract     = {{ASMR is a sensory response characterized by physical tingles in the head and spine that can be induced by everyday life cues like watching or hearing someone's hair being brushed. As numerous videos are now deliberately designed to evoke ASMR, brands have also shown interest to include ASMR cues in their advertisements. This paper presents three studies scrutinizing ASMR experiences, both in a non-advertising and advertising context. First, a web-scraping study suggests that ASMR is typically associated with feelings of relaxation. Furthermore, two experiments show the positive influence of embedding ASMR cues in advertisements on consumers' purchase intentions. A serial mediation analysis demonstrates that this positive effect can be explained by increased feelings of relaxation, which enable a better flow-like experience. Finally, theoretical and managerial implications are discussed.}},
  author       = {{De Kerpel, Laura and Van Kerckhove, Anneleen and Tessitore, Tina}},
  issn         = {{0265-0487}},
  journal      = {{INTERNATIONAL JOURNAL OF ADVERTISING}},
  keywords     = {{ASMR,advertising,relaxation,flow state,purchase intentions,OPTIMAL EXPERIENCE,MENTAL SIMULATION,CONSUMER RESPONSE,BACKGROUND,MUSIC,WEB SITES,FLOW,PRODUCT,IMPACT,TRANSPORTATION,ENVIRONMENTS}},
  language     = {{eng}},
  number       = {{4}},
  pages        = {{716--745}},
  title        = {{Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention}},
  url          = {{http://doi.org/10.1080/02650487.2023.2262328}},
  volume       = {{43}},
  year         = {{2024}},
}
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