Research on How ASMR Marketing Influences Consumers’ Emotion-Dependent Purchase Behavior

Abstract

ASMR (Autonomous Sensory Meridian Response) marketing leverages soothing audio-visual stimuli to evoke emotional responses in consumers, increasingly adopted in e-commerce and digital advertising. Despite its practical relevance, academic research on its impact on emotion-driven purchase behavior remains limited. This study investigates the mechanisms through which ASMR marketing influences non-essential goods consumption, including sensory stimulation, ethical challenges, and future applications. By analyzing case studies from beauty, lifestyle, and food industries, the research reveals that ASMR content significantly enhances emotional arousal and impulse buying. Key findings demonstrate a 20–35% increase in non-essential goods consumption, with brands like Glossier achieving a 30% click-through rate (CTR) growth and Starbucks observing a 25% sales uplift. Ethical concerns, such as over-dependence (reported by 15% of frequent viewers) and potential exploitation of vulnerable demographics, highlight the need for transparent disclosures, trigger moderation, and age-targeting regulations. Findings aim to bridge theoretical gaps in sensory marketing and guide ethical practices for sustainable consumer engagement.