Abstract
Most climate change messages depict a picture of the devastating effects that anthropogenic activities have on the environment, expecting to mobilise human action. Built on the daunting scientific evidence, these gloomy messages can potentially emotionally harm a young audience. By contrast, this study explores the impact of Autonomous Sensory Meridian Response (ASMR) as an innovative marketing technique to communicate positive climate change messages. This study investigates whether ASMR could be used to encourage pro-environmental behaviour and create social bonding among young people. An ASMR video and two series of interviews with high school students were conducted in Sydney, Australia. The results show that the participants are divided in their opinion about the effectiveness of ASMR. Although all see ASMR as a completely new world in marketing, some are of the opinion that it can influence positive climate change behaviours while others are reluctant to accept it as a way to encourage action. Given the vastness and urgency of the climate change agenda, this novel marketing technique can find its way in promoting pro-environmental behaviours by utilising positive messaging and influencing a section of the young population.
Highlights
Autonomous Sensory Meridian Response (ASMR) is a spontaneous, psychophysiological, sensory-related, calming and pleasurable reaction to positive sensations triggered by audio and/or visual stimuli, which provoke a unique pleasant effect on the person
Their stated active involvement with the sensory phenomenon confirms the current popularity of ASMR among young people, the 13–17 years age group
All 20 participants in this exploratory study were influenced by the ASMR video dedicated to climate change
Summary
Autonomous Sensory Meridian Response (ASMR) is a spontaneous, psychophysiological, sensory-related, calming and pleasurable reaction to positive sensations triggered by audio and/or visual stimuli, which provoke a unique pleasant effect on the person. Some have described it as a frisson [1], paresthesia [2], synesthesia [3] or low-grade euphoria [4], but essentially the term itself represents its meaning, namely: autonomous—happening on its own; sensory—describing sensation; meridian—linked to an imaginary peak pathway through the body; and response—a reaction to something. Native fauna and flora ablaze with species dragged to the brink of extinction are adding to the pain of losing human lives, properties and livelihoods Is this how we need to communicate climate change or are there ways that can evoke positive feelings and empower people to act?
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