what do autonomous sensory meridian response (asmr) videos do to your brain?
5 minute read
the popularity of asmr (autonomous sensory meridian response) videos is on the rise, with some scientists trying to figure out why (for some people) something such as the crinkling of paper can trigger pleasurable sensations or feelings of euphoria, relaxation or well-being.
a genre of video called asmr is an increasingly popular form of online entertainment. some viewers claim the videos give them pleasurable tingling sensations and help them relax and fall asleep.
since 2010, interest in content aimed at drawing autonomous sensory meridian response has steadily risen on video streaming services such as youtube. for some people, specific sounds and images — such as whispering, slurping noodles or crinkling paper — may trigger pleasurable sensations or feelings of euphoria, relaxation or well-being.
scientists don’t fully understand why some people get these sensations — or why these videos also make some people cringe. but emerging research offers some clues into what areas of the brain may be involved.
“it’s a bit bizarre, but it’s also blissful,” said craig richard, professor of physiology at shenandoah university and founder of the asmr university website. “it’s basically a deeply relaxing feeling that someone gets, and it involves these sparkly brain tingles.”
asmr and the brain
one of the main areas that seems to be activated while watching asmr content is the prefrontal cortex, a key region of the brain connected to social behaviour in relationships.
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other neuroimaging studies found that asmr experiences activate the brain’s reward system. this includes the nucleus accumbens, which receives dopamine, as well as centres of emotional arousal.
in one recent study, natalie roberts, a visiting fellow at macquarie university, and her colleagues surveyed more than 300 asmr experiencers on their preferred “triggers.”
almost half picked “close personal attention.” “watching people do things in a careful way” came in second, with 43 per cent.
another possible difference between those who do and do not experience asmr may involve the brain’s default mode network, which engages areas of the brain associated with internally focused attention, such as daydreaming or mind-wandering. research has found that those who experience asmr have different connectivity patterns in this part of the brain compared to those who don’t.
but what causes the involuntary “tingles” that start at the top of the head and move down the neck and spine is still a mystery.
“it’s very relaxing, but also very euphoric,” said giulia poerio, psychologist at the university of sussex. “some people say that it’s a kind of hypnotic-type, trancelike state of relaxation.”
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effects on the body
in a 2018 study, poerio and her colleagues found that asmr (the response itself) was associated with a lowered heart rate, which is a sign of relaxation, but also increased skin conductance response, which is a physical sign of excitement.
some parents use asmr videos to lull children to sleep. videos with slime and crinkling paper are usually kid-friendly. but some asmr videos are adult-oriented.
asmr by itself is not a sexual feeling, poerio said. “if you’re feeling sexually aroused when you’re watching an asmr youtube video, you’re not feeling asmr — you’re feeling sexually aroused,” she said.
a link with misophonia
many asmr-experiencing people — 43 per cent in one study — may also experience a different auditory condition called misophonia, where they feel a strong dislike or disgust for specific sounds, such as chewing.
though misophonia and asmr seem like polar opposites, their underlying mechanisms may be similar: heightened sensitivity to the senses. one key difference may be control, roberts said. for example, a person might find a sound such as tapping to be a pleasurable trigger in a video they choose to watch, but annoying from a stranger in a waiting room.
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who experiences asmr?
some research in undergraduates or working adults indicates it could be up to 15 to 20 per cent of the population, though no peer-reviewed studies with representative samples of the general population have been conducted.
many say their first experience with asmr happened in childhood, usually before puberty, said poerio, who has had asmr for as long as she can remember.
research suggests asmr is also related to the personality trait of openness or receptivity to new experiences and ideas, as well as absorption, which is the ability to be engrossed in an experience.
“i thought i was a freak basically until 2013,” said poerio. and when she found out she was not alone, she thought, “oh, my gosh, it’s not a weird quirk. other people also have this. and then i was like, i can’t believe no one’s researched this.”
many first memories of asmr are triggered by experiences such as a teacher explaining something softly, watching friends colouring on paper, or getting one’s hair cut.
how do you know if you have asmr?
“how many asmr videos does the average asmr-naive person need to watch before discovering that they do or don’t experience asmr? no one’s done that study,” richard said.
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he had never heard of asmr before listening to a podcast in 2013. he initially dismissed it as “woo-woo bunk.” just as he was about to turn off the podcast and delete the episode, the hosts brought up painter bob ross.
“and my eyes lit up. because i remember being a kid coming home from school and turning on bob ross. to this day, i’ve never painted. it was his voice. it was the sound of his brushes. and it would just sweep over me.”
ross was the first unintentional asmr artist, poerio said. the design museum in london even highlights his works in its recent asmr exhibit.
elements of asmr content have bled into our broader culture. in 2019, a super bowl commercial showed actor and musician zoë kravitz whispering and tapping a bottle of michelob beer.
many celebrities have asmr videos. in one, rapper cardi b purrs and whispers and says that asmr videos give her tingling sensations and help her sleep. she also notes that her husband thinks “it’s very strange and weird.”
most asmr videos are associated with positive feelings; however, an asmr sub-genre related to food, called “mukbang,” which often depicts someone eating large amounts of food, may be associated with disordered eating.
how asmr affects well-being
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asmr helps highly sensory-sensitive people zone out and slow down. one study reported it could temporarily reduce depression and chronic pain symptoms.
people already use asmr videos for lifting mood, alleviating anxiety, enjoyment, relaxation and falling asleep.
even people who don’t experience asmr have found some of the videos relaxing, roberts said. “there does appear to be some relaxation benefit to people watching it. but the flip side is that some people find the videos really annoying, too.
“as researchers, we’re kind of playing catch-up to try to figure out why this is helping people.”
types of asmr videos
- classic: asmr videos are varied. “classic” asmr videos may include whispering and tapping sounds.
- crushing, crinkling and slime: these videos often focus on chalk, slime or paper being crushed. videos often showcase hands and repetitive movements. this category may also include diverse themes such as unboxing items, woodworking or making art.
- role play: some asmr videos directly acknowledge the viewer and engage in role play, where the performer acts out everyday activities such as giving a haircut or a medical exam. makeup and self-care videos are exceptionally popular.
- cooking and eating: videos about preparing food and eating are also very popular. triggers may include chopping, unwrapping, loud chewing and slurping sounds
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