University of Twente Student Theses

Food that tingles your brain? : Exploring the potential of ASMR fast food advertisements by gaining insights into their effects on consumers’ product and ad evaluations as well as on their evaluation of voice, sounds and visuals

Bachem, S.B. (2020) Food that tingles your brain? : Exploring the potential of ASMR fast food advertisements by gaining insights into their effects on consumers’ product and ad evaluations as well as on their evaluation of voice, sounds and visuals.

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Abstract:	Only recently, brands in various industries such as the food and beverage industry, furniture and transportation industry have started to recognize that the Internet trend of ASMR videos has marketing potential and based on those have started to create advertisements that include characteristic ASMR stimuli, such as immersive, pronounced sounds, a focus on visual detail and aesthetics as well as a gentle, relaxing voice, which means that they can be referred to as ‘ASMR advertisements’. Fast food brands make noticeably much use of ASMR ads, however, no research has been conducted yet on the effectiveness of ASMR fast food advertisements and their effects on consumers. Therefore, this study aimed at taking the first step in exploring the potential of ASMR fast food advertisements compared to regular fast food advertisements among the general public which is constituted by people in fast food brands’ target audience. Additionally, audio-visual ASMR content does not always include a voice, however literature suggests that voice aids in the effectiveness of ASMR advertisements, thus this study also investigated to what extent the voice element in an ASMR fast food advertisement can influence the effectiveness of an ASMR fast food advertisement. This study applied a 2 (Type of advertisement: ASMR versus Regular) x 2 (Voice: Yes versus No) independent measures experimental design and as instrument an online questionnaire was used. The final sample consisted of 131 non-vegan/-vegetarian participants who do not watch ASMR videos regularly, making them part of the general public. It was found that the ASMR fast food ads led to more positively perceived visual ad aesthetics and that the ASMR fast food ad with voice lead to a more positive sensory expectation evaluation and to more positively perceived visual ad aesthetics than the regular fast food ads with voice. Also, both the ASMR ad with and without voice led to promising results since the ASMR ad with voice led to a more favourable sensory expectation evaluation than the ASMR ad without voice whereas the ASMR ad without voice led to more positively perceived visual ad aesthetics than the ASMR ad with voice. Moreover, the sounds and voice in the ASMR advertisements were preferred over those in the regular advertisements. Thus, this study yielded valuable first insights for marketers about the use of ASMR advertisements.
Item Type:	Essay (Bachelor)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	05 communication studies
Programme:	Communication Studies BSc (56615)
Link to this item:	https://purl.utwente.nl/essays/81674
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