Modern Psychological Studies

Volume 28 Number 2 Article 5

2023

Autonomous Sensory Meridian Response (ASMR) Use in College

Students
Pratibha Gautam
University of Alabama, pgautam1@crimson.ua.edu

Gina Mariano
Troy University, gjmariano@troy.edu

Frank Hammonds
Troy University, hammonds@troy.edu

Follow this and additional works at: https://scholar.utc.edu/mps

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Recommended Citation
Gautam, Pratibha; Mariano, Gina; and Hammonds, Frank (2023) "Autonomous Sensory Meridian Response
(ASMR) Use in College Students," Modern Psychological Studies: Vol. 28: No. 2, Article 5.
Available at: https://scholar.utc.edu/mps/vol28/iss2/5

This article is brought to you for free and open access by the Journals, Magazines, and Newsletters at UTC Scholar.
It has been accepted for inclusion in Modern Psychological Studies by an authorized editor of UTC Scholar. For
more information, please contact scholar@utc.edu.
ASMR USE IN COLLEGE STUDENTS 1

Abstract

Autonomous Sensory Meridian Response (ASMR) is the experience of tingling sensations in the

crown and back of the head as a response to a range of audio-visual triggers such as whispering,

tapping, and hand movements (Hostler, 2020). The number of people who produce and utilize

ASMR inducing media has increased in the last few years, but little research has been done

investigating its use among college students. This experimental study sought to investigate if

viewing ASMR videos could reduce heart rate and perceived stress in college students. Twenty

participants were shown either an ASMR video or a control video. Before and after watching the

video, participants measured their heart rates and completed a perceived stress questionnaire.

They were also asked questions about previous experiences with ASMR videos. The data

revealed significant changes in heart rate. There were no significant differences found on

perceives student stress. Results regarding participants experiences with ASMR videos are

reported, however findings were limited based on small sample size.

Keywords: ASMR, stress, heart rate, relaxation, internet videos, college students
ASMR USE IN COLLEGE STUDENTS 2

Autonomous Sensory Meridian Response (ASMR) Use in College Students

Autonomous Sensory Meridian Response (ASMR) is a perceptual phenomenon where

audio-visual triggers elicit tingling sensations in the scalp, neck and shoulders (Fredborg et al.,

2018). People also call this sensation ‘brain tingles’ and ‘brain orgasm’. The response is

commonly brought about by audiovisual triggers such as soft sounds, whispering, tapping on

hard surfaces, scratching sounds, and lip smacking. The term ASMR was first coined by Jennifer

Allen in 2010 to start a discussion on the phenomenon (Flynn, 2020).

While academic research on the sociological, artistic, sensory, and cognitive dimensions

of ASMR is still in its infancy, ASMR has grown into a worldwide, cross-disciplinary, inter-

cultural, multi-lingual social media sensation (Garro, 2017). The worldwide popularity of ASMR

can be seen in multiple YouTube channels and Reddit threads devoted to different kinds of

ASMR. A subreddit named ASMR. Sounds that feel good has 235,000 members (ASMR. Sounds

that feel good, 2021). Langford (2020) reports that there are 11 million searches on YouTube

every month for ASMR. The most popular ASMR YouTube channels have millions of

subscribers. Gentle Whispering ASMR has 2.14 million subscribers (Gentle Whispering, n.d.),

SAS-ASMR has 9.3 million subscribers (SAS-ASMR, n.d.), Gibi ASMR has 3.95 million

subscribers (Gibi ASMR, n.d.), HunniBee ASMR has 7.58 million subscribers (HunniBee

ASMR, n.d.), and Zach Choi, who has one of the most subscribed YouTube ASMR channels has

13.5 million subscribers (Zach Choi ASMR, n.d.).

ASMR first appeared as a video phenomenon online in 2007 (Klausen, 2019). ASMR

videos are audio-visual recordings in which an ‘ASMRtist’ moves around while performing a

series of sounds and movements intended to produce a relaxing, tingling sensation in the

audience (Klausen, 2019, p.88). AMSR videos emphasis sound to trigger the ASMR sensation
ASMR USE IN COLLEGE STUDENTS 3

(Barratt & Davis, 2015). The ASMRtist whispering into the microphone in front of the camera

resembles being near the whisperer and mimics closeness and emotional concepts such as

intimacy, trust, and familiarity. The auditory and visual triggers are created to cause relaxing

tingling sensations for the audience (Klausen, 2019). The sounds can come from a variety of

activities that can make noises such as hair brushing, massage, chewing food, finger tapping

(McErlean & Bannisy, 2017). These videos can evoke an enjoyable tingling sensation and

feeling of relaxation. Often the actors speak directly to the camera, engage in role-playing

exercises, and speak in a relaxed low voice (Kovacevich & Huron, 2019).

There are many categories and types of ASMR videos produced probably because there

is much variety in preferences and triggers. There is a wide variety in effective stimuli between

individuals with several common threads in non-interpersonal ASMR trigger and

viewing preferences (Barratt et al., 2017). Jaramillo (2018) has stated that according to viewers

and performers, ASMR is close to a therapeutic practice because the voice in ASMR videos is

like that of a traditional voice of a therapist, social worker, mother, kindergarten teacher, or best

friend. Jaramillo also explains that these videos are not completely chaste or nor completely

erotic, but that they can be awkward to watch because of use of mediated social intimacy and

feminine gender performance.

The earliest published study of ASMR was a 2015 article by Barrett and Davies (Flynn,

2020) and found that many people have said they first experienced these sensations as children

(Barratt & Davis, 2015). McErlean and Banissy (2017) found most participants in their study

said their favorite trigger was whispering or soft speaking. The other most enjoyable triggers in

order included crisp sounds and personal attention, giving directions, or explaining something

and finally, eating.

ASMR USE IN COLLEGE STUDENTS 4

The number of people who produce and utilize ASMR inducing media has increased in

the last few years (Klausen, 2019), and some even claim that this sensation helps alleviate stress

and anxiety while promoting sleep and relaxation. Poerio et al. (2018) studied the physiological

responses of people as they experience ASMR and found that people had a reduced heart rate

and increased skin conductance while watching ASMR videos. Poerio et al. (2018) also found

that ASMR videos do illicit tingling sensations and promote positive affect, excitement, and

calmness. This could mean that stress levels in people are lowered after experiencing ASMR. A

2015 study by Barratt and Davis found that 98% of the participants reported seeking out ASMR

videos for relaxation and 70% used ASMR to deal with stress. Most of the participants reported

their common triggers were whispering (75%), personal attention (69%) and crisp sounds such as

fingernail tapping (64%). Kovacevich & Huron (2019) found the most common uses for these

videos were to help viewers fall asleep, reduce anxiety, and unwind.

Jaramillo (2017) explained that for those people who experience the tingles of ASMR,

it’s a medium that touches them back. Lochte et al. (2018) used fMRI to study brain regions

while viewing ASMR videos and found that the videos may activate the brain similarly to the

way real social engagement does by stimulating the areas associated with social cognition and

self-awareness. ASMR is a new and developing field with the potential to inform our knowledge

of emotion, sensory processing, and digitally mediated therapies (Hostler, 2020).

The increase in popularity and usage of ASMR triggering audiovisual content has raised

questions about a possible role in stress and anxiety management. If ASMR is as effective as

people claim, perhaps it can be used as a tool for management of stress and anxiety at a personal

level. University students are reporting increased feelings of stress associated with the ongoing

pandemic (Kaur et al., 2022). Because of this, there has been an increased focus on college
ASMR USE IN COLLEGE STUDENTS 5

student well-being among higher education institutions (Savage et al., 2021). A study in Finland

found increased levels of both calmness and excitement in students, as well as, decreased levels

of stress after watching ASMR videos (Chan & Uusiautti, 2022). However, there have been few

other studies focusing on ASMR use in college students. More research is necessary to support

its use in reducing stress and anxiety in college students.

Because there is a paucity of studies exploring the effects of ASMR on college students,

this study sought to better understand the relationship between college students and ASMR video

usage. The hypothesis for this study was that viewing ASMR videos can reduce heart rate and

perceived stress in college students. This study also aimed to better understand ASMR usage

among college students in terms of how often and why they choose to watch these videos.

Method
Participants

Twenty college students participated in the study, 10 in the experimental group and 10 in

control group. Demographic questions were optional and were answered by 12 participants who

identified as 1 male, 11 female; 10 Caucasian, 1 African American, 1 Hispanic; median age 22.5.

The data was collected online. This was done to maintain social distancing and follow

CDC guidelines for COVID-19. Requests to participate were emailed to students through the

university mailing system of a mid-sized university in the southern United States. The emails

contained a link that interested students could click to participate. All the surveys and videos

included in the study were presented through Qualtrics software, Version [June 2021] of

Qualtrics. Copyright © [2020] Qualtrics.

ASMR USE IN COLLEGE STUDENTS 6

Materials

Videos

The participants viewed either an ASMR video or a control video, both of which were

three minutes in length. The experimental video, which was obtained with permission from a

2018 Poerio et. al. study, is of a woman folding towels as she narrates the instructions in a soft,

whisper-like voice. This video includes ASMR triggers such as whispering, soft sounds, and

scratching sounds.

The non-ASMR control video was created by the researchers by screen-recording the

experimental video and changing the audio to that of a female using the same words as the

previous video but in everyday conversational tone and excluding the whispering, scratching,

and soft sounds. This was done so that the only difference between the two videos would be the

presence or absence of ASMR triggers.

Stress Measures

Two measures were used to evaluate stress levels in participants: Perceived Stress Scale

(Levenstein et al., 1993) and a heart rate monitor app from Azumio Inc. The Perceived Stress

Scale is a 30-statement survey regarding the participant’s life and well-being. Participants have

the option to strongly agree, agree, disagree, or strongly disagree to each statement. The scale

includes questions like: “You feel rested.” “You fear you may not manage to attain your goals.”

“You feel you’re in a hurry.” “You have enough time for yourself.” The total raw score can

range from 30 and 120, and this score was converted to the stress score (PSQ Index) which

ranges from zero to one, one being highly stressed. This was done using the conversion formula

given in the Perceived Stress Scale where PSQ Index = (Raw Score -30)/90 (Levenstein et al.,

1993).
ASMR USE IN COLLEGE STUDENTS 7

The heart rate app from Azuimo Inc. was used to measure heart rates of participants as a

measure of their stress level. The app works by using the flashlight of the user’s smartphone. The

user places his or her fingertip on the flashlight of their phone, and the app records the heart rate.

For this study, participants were asked to download the free version of the Azuimo Inc. app.

While there are many similar apps available, the one by Azuimo Inc. was chosen because

research has found correlations between the app results and the standard ECG (Avram et al.,

2019; Pipitprapat et al., 2018).

ASMR Usage Questionnaire

The last phase of the session included an optional 12-item questionnaire created for this

study. The questionnaire included multiple-choice and short answer questions about the

participants and their ASMR usage. The first nine questions asked about the participants

experience with the video they just watched, their past experiences with ASMR, and how/if they

use ASMR videos. This included questions like “Did you experience ASMR (tingling sensations

along the back of your head, neck, or shoulders) when watching the video?” “Have you watched

ASMR videos before today?” “How often do you watch ASMR videos?” “Why do you watch

ASMR Videos?” The second half contained three demographic questions: age, gender, and

ethnicity.

Procedure

Requests to participate were sent through university emails along with the link to the

Qualtrics survey. Participants were randomly assigned into the experimental or control groups

through Qualtrics. As part of the study, participants were asked to download the free heart rate

monitor app by Azumio Inc. After the consent form and the prompt to download the app, the

study moved to the initial stress level measurement. The participants were asked to record and
ASMR USE IN COLLEGE STUDENTS 8

report their heart rate after which they completed the Perceived Stress Scale as a pre-test.

Participants were then shown the experimental (ASMR) or the control (Non-ASMR) video

depending on their group. After participants watched a video, they were prompted to check and

report their heart rates. Then, they completed the Perceived Stress Scale as a post-test. Finally,

participants completed the ASMR usage questionnaire.

Results

Independent samples t-tests were used to compare the change in both heart rate and stress

levels (PSQ Index) before and after watching the videos. There was a significance difference in

the heart rate change between the control (M = -1.50, SD = 5.58) and ASMR (M = 4.20, SD =

5.31) conditions; t(18) = -2.34, p = .031. Participants experienced a decrease in heart rate after

watching the ASMR videos. However, for change in PSQ index, there was no significant

difference between the control (M = 0.02, SD = .08) and ASMR (M = 0.06, SD = 0.09)

conditions; t(18) = -1.06, p = .305. None of the participants, regardless of the video they

watched, reported experiencing ASMR while watching the videos.

Most of the participants, (14 out of 20) were aware of ASMR as a phenomenon. Twelve

participants had watched ASMR videos in the past, and 10 watched ASMR videos regularly.

Further information about the ASMR experiences and usage of the 12 participants who

completed the ASMR usage questionnaire is given in Table1.

Discussion

ASMR is an increasingly popular phenomena experienced mostly through online sources.

Claims of ASMR being helpful for relaxation, stress relief, anxiety management, and sleep are

also popular. However, not all the claims have been studied. The purpose of this research was to

study the effectiveness of ASMR videos to decrease heart rate and reduce perceived stress in
ASMR USE IN COLLEGE STUDENTS 9

college students and to learn more about why and how often college students watch ASMR

videos. While the measure used to assess change in stress level did not yield significant results,

we did observe a significant difference in heart rate change after watching ASMR videos

compared to control videos where heart rate had decreased in participants who had seen the

ASMR videos. Furthermore, we also learned more about the ASMR-related habits of college

students. Most of the participants who were aware of ASMR first learned about it within the last

year indicating the recency of this trend. Most of the participants first encountered ASMR videos

through online sources such as YouTube and social media, highlighting its role in the current

online culture. Additionally, the fact that relaxing, reducing anxiety, and falling asleep were all

reported as reasons for using ASMR shows that they may produce benefits to the individuals

who view them.

The lack of significant effects on perceived stress in this study could be due to the small

sample size and/or the type of video used. This study had 20 participants. A larger sample may

be needed to determine whether ASMR videos can affect heart rate and stress level. It. is also

possible that different people react to different ASMR triggers. Another limitation of this study

was the lack of response to the ASMR usage questionnaire. Approximately 55% of the

participants responded to the questionnaire. It is possible that because it was in the last phase of

the study, students did not wish to answer any more questions. Future studies may want to ask

ASMR usage questions prior to participants watching videos or remind students that there is an

additional brief questionnaire at the end of the study. Future studies should use videos with a

greater variety of ASMR triggers or multiple videos focusing on different triggers. ASMR is a

popular internet-based trend with the potential to benefit many people, and further studies on its

effects can help us better understand these benefits.

ASMR USE IN COLLEGE STUDENTS 10

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ASMR USE IN COLLEGE STUDENTS 11

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ASMR USE IN COLLEGE STUDENTS 13

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ASMR USE IN COLLEGE STUDENTS 14

Table 1

ASMR Experiences and Current Habits in Participants Aware of ASMR Before the Study

Number of Responses
Participants
Viewing their First ASMR Video
2 More than a year ago
6 Within the last year
3 Within the last 6 months
1 Within the last month
Source of first ASMR Video
5 YouTube
5 Social Media Platforms
2 Through friends or relatives
Purpose of Current ASMR Usage
4 To Relax
3 To reduce anxiety
3 To fall asleep
2 Do not use it regularly
Note. n=12 (12 of the 20 participants completed this questionnaire)