Attention and purchase intention of sounding advertisements—A study on autonomous sensory meridian response of towel sound

Abstract

AbstractIn the face of Taiwan's declining textile industry, companies strive to enhance product visibility but to little avail. Emphasizing personalized marketing in online advertising, they are exploring consumer‐preferred streaming adverts. However, the distracting nature of streaming media presents an obstacle. Herein, our research offers a solution. Utilizing audio autonomous sensory meridian response (ASMR), evidenced to significantly amplify skin conductance rate and brainwave activity, consumer attention can be effectively garnered. Studies have found that watching videos with the sound effect of ASMR can help the audience concentrate. Changes in brainwaves and skin conductance rates, when consumers use towel product, can be used to explore whether the participants are affected by ASMR. The results showed that audio ASMR streaming significantly increased the skin conductance rate and the brainwave of left anterior frontal area. This means that audio ASMR can attract consumer attention. The survey results have shown that all hypotheses were supported.Practical ApplicationsThis research explores the use of autonomous sensory meridian response (ASMR) in online advertising for the declining textile industry in Taiwan. ASMR, a unique sound that captures attention and induces relaxation, has been shown to increase consumer concentration and purchase intention. By integrating ASMR into towel advertisements and analyzing participants' physiological signals, such as skin conductance rate and brainwave activity, the study found that audio ASMR significantly attracted consumer attention and increased purchase intentions. The findings suggest that textile companies should incorporate ASMR into their marketing strategies to effectively engage consumers and boost sales. Moreover, understanding audience preferences for specific ASMR sounds is crucial for achieving the desired advertising effects.