Eating Point-of-View in ASMR Videos Alters Motivational Outcomes

Autonomous Sensory Meridian Response (ASMR) is an involuntary tingling sensation that is pleasant and relaxing. Given its rapid growth in popularity and increasing appearance in food advertising and marketing schemes, this study investigated whether certain features of food-related ASMR videos are more positively experienced than others. Participants ( N = 183) took part in an experiment in which they viewed ASMR videos that varied in camera point-of-view (first-person vs. third-person) and food energy density (higher vs. lower). Results indicated that first-person videos of higher energy density foods generated the most positive emotions and evaluations as well as the most identification. Theoretical contributions and implications are discussed. Research replication and extension are suggested.