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Year : 2022  |  Volume : 9  |  Issue : 3  |  Page : 114-120

NeuroPsychophysiological investigation of ASMR advertising experience

1 Department of Neuromarketing (Graduated), Üsküdar University Institute of Social Sciences, Istanbul, Turkey
2 Department of Psychology, Faculty of Humanities and Social Sciences, Üsküdar University, Istanbul, Turkey
3 Açıkbeyin Education and Consulting, Istanbul, Turkey

Correspondence Address:
Esil Sonmez Kence
Barbaros Mah. Çiğdem Sok. Ağaoğlu Equinox B1 D:33 Ataşehir, İstanbul
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Source of Support: None, Conflict of Interest: None

DOI: 10.4103/jnbs.jnbs_32_22

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Aim: The framework of this research is to examine the effects of autonomous sensory meridian responses (ASMRs) sensory/impulse circularity, psychological infrastructure, and the effects of brand advertisements using this technique on consumer behaviors and physiological outcomes such as product attitude, purchase intention, advertisement taste, and perceived visual advertisement esthetics. Materials and Methods: Mixed research method was used in the study, which consisted of consumers with high depressive mood and anxiety level (experimental group) and consumers with low depressive mood and anxiety level (control group). Electrodermal activity measurement and facial reading (facial coding) analysis are two specific neuromarketing research techniques utilized in this research. In addition, consumer attitude scales and psychological scales were employed. Results: According to the results obtained from the findings of the study, the physiological and attitudinal effects of ASMR advertisements do not show significant differences between the experimental and control groups. This is due to the fact that ASMR varies from person to person and has an atypical physiological pattern. Conclusion: The fact that ASMR is an ambiguous and contradictory experience with different physiological profiles due to factors such as causality, connectivity and relativity is consistent with the findings of this research.

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