ASMR in advertising and its effects : the moderating role of product involvement and brand familiarity

The autonomous sensory meridian response (ASMR) is an atypical media phenomenon that has been garnering the attention of the public with certain sensory, primarily audio-visual, stimuli. This study looks at the effects of ASMR in advertising on viewers’ positive affect, attitudes and purchase intentions. Furthermore, the study investigates the moderating effects of product involvement and brand familiarity with ASMR ads. The findings reveal that ASMR ads promote a higher positive affect and more favorable attitude towards ad and purchase intention than non-ASMR ads. This study also finds that the effect of ASMR ads on positive affect is higher with low product involvement and high brand familiarity. The interaction between ASMR with product involvement and brand familiarity did not vary on attitude towards brand and purchase intention while the attitude towards ad was more favorable when brand familiarity was higher. Theoretical and practical implications are discussed

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Advertising

Grantor

The University of Texas at Austin

Year dc:date.issued

2020

Author dc:creator

• Kim, Boyoung

Advisor dc:contributor.advisor

• Brown-Devlin, Natalie

• ASMR
• ASMR ads
• Positive affect
• Ad effectiveness
• Ad attitude
• Brand attitude
• Purchase intention
• Product involvement
• Brand familiarity

Language dc:language.iso

en

Identifier URI

http://dx.doi.org/10.26153/tsw/10139

OAI identifier oai:identifier

oai:repositories.lib.utexas.edu:2152/83140