Gen Z’s Secret Hack for Relaxation: The Science and Psychology Behind ASMR

Autonomous Sensory Meridian Response, widely known as ASMR, is characterized by a tingling sensation on the scalp that moves down the neck and spine in response to visual or auditory responses often accompanied by feelings of relaxation. Some other related feelings include frisson, synesthesia, paresthesia, or low-grade euphoria. It has therapeutic power according to Curtain University alleviating stress, anxiety, and insomnia gaining significant traction in recent years, especially among Generation Z with high levels of social and academic pressures, emerging new diseases, job insecurity, and economic instability with digital dependency. Common brain tingles include clicky sounds, gentle tapping, soft whispers, and personal attention.

Is ASMR popular?

ASMR appeared in 8.2 million monthly searches in the U.S. becoming its top query while fifth worldwide with 25.7 million searches in 2019. In 2018, 13 million videos with 500 new appearing daily were estimated. The YouTube views reached 65 billion in 2021.

Why is it a go-to source of pleasure for young people?

Several factors contribute to Gen Z's particular affinity for ASMR. Gen Z, the first digital generation, found a cyber-sanctuary in ASMR. The constant connectivity is paired with many social media pressures, information overload, cyberbullying, etc. Without stepping away from devices, tech natives can disconnect from the fast-paced online environment. One of the appeals of ASMR is the sheer variety of content available. ASMR videos are tailored to almost every preference whether someone prefers the sound of crinkling paper, soft brushing, or the gentle cadence of whispering. In this intractable world, Gen Z can create personalized relaxation with this level of customization.

Gen Z prioritizes mental well-being more than previous generations, and they actively seek out tools to manage mental health. The rise of ASMR coincides with a broader cultural shift toward self-care and mindfulness, making it a natural fit. ASMR provides a much-needed escape from the constant stimulation and stress of daily life. The repetitive, soothing sounds and visuals can induce a deep state of relaxation. Barrett and Davis (2015) conducted an experiment where 70% of people reported relief from stress, 82% from insomnia, and 98% from relaxation.

Gen Z has a reputation for embracing the unconventional, and ASMR is nothing if not that. ASMR taps into a unique sensory experience different from traditional forms of entertainment that isn't easily replicated elsewhere. The tingling sensations and feelings of euphoria can be highly satisfying, providing a sense of comfort on a sensory level. ASMR videos often feature individuals who are engaging in intimate, one-on-one interactions with the viewer. This has also become a communal experience creating a sense of social connection and belonging and fostering bonds over shared experiences.

ASMR vs. Traditional Therapy

These approaches deal with mental health using different mechanisms of action. ASMR is backed by anecdotal evidence and self-reported experiences, unlike traditional therapy that is backed by clinical trials. The tingling sensation induced by audio-visual stimuli in ASMR can decrease heart rates and promote feelings of calmness, similar to relaxation techniques like meditation. However, ASMR immunity and lacking professional guidance question its efficacy. Mental health therapists use evidence-based techniques to address specific mental health issues, helping individuals develop coping strategies, challenge negative thought patterns, and improve emotional regulation. However, ASMR is a convenient tool accessible online for quick relaxation without professional intervention. However, traditional therapy caters to individual needs with structured guidance from a trained professional for long-term coping strategies. It is inaccessible due to cost, time, and social stigma. So, ASMR is a supplementary option rather than a primary treatment method.

Psychological Underpinnings

From a psychological standpoint, ASMR presents a fascinating area of study. While research is still in its early stages, several theories have emerged to explain its appeal and effects, particularly among Gen Z:

1.      Classical Conditioning               

ASMR can be explained through the lens of classical conditioning, a theory proposed by Ivan Pavlov. Just as Pavlov's dogs were conditioned to associate the sound of a bell with food, individuals can become conditioned to associate certain sounds or visuals with relaxation and calm. Over time, repetitive exposure to these stimuli can evoke a conditioned response of relaxation, which is why ASMR content can become an effective tool for stress relief.

a.     Unconditioned Stimulus (UCS): The soothing sounds or visuals that trigger ASMR.

b.    Unconditioned Response (UCR): The tingling sensations and feelings of relaxation appear automatically.

c.     Conditioned Stimulus (CS): The specific response-leading ASMR triggers (e.g., whispering, tapping).

d.    Conditioned Response (CR): The same tingling sensations and feelings of relaxation experienced in response to the CS.

2.     Mindfulness and Flow State Induction:

ASMR can also be viewed through the framework of mindfulness, a psychological practice that emphasizes staying present and fully engaging with the moment. The gentle, repetitive nature of ASMR triggers can help individuals focus their attention on the here and now, diverting their minds from anxieties about the past or future. This present-moment awareness is particularly appealing to Gen Z, who often face overwhelming stressors and distractions. This absorption is akin to the state of flow described by psychologist Mihaly Csikszentmihalyi.

3.     Hypnosis:

The deep relaxation and trance-like state induced by ASMR may be similar to the experience of hypnosis. Both ASMR and hypnosis involve focused attention to specific stimuli and a reduced awareness of the external environment.

4.     Sensory Processing Sensitivity

Sensory Processing Sensitivity (SPS) is a personality trait that describes individuals who are more sensitive to sensory stimuli. Those who experience ASMR often score higher on measures of SPS, indicating that they may be more attuned to subtle sounds and visual cues. This heightened sensitivity can enhance the ASMR experience, leading to more intense tingling sensations and emotional responses.

5.     Parasocial Relationships:

Parasocial relationships, as described by Donald Horton and Richard Wohl, refer to one-sided relationships where viewers often develop strong parasocial bonds with ASMRtists, whom they perceive as comforting, trustworthy figures. These relationships can provide emotional support and a sense of belonging, which is especially important for a generation that frequently experiences social isolation despite being digitally connected.

6.     Attachment Theory:

ASMR often involves personal attention triggers, such as role-playing scenarios where the ASMRtist pretends to take care of the viewer. This can be linked to John Bowlby’s Attachment Theory, which posits that humans have an inherent need for close, comforting interactions. For some viewers, ASMR can mimic the feeling of secure attachment, offering a sense of safety and care that they may crave.

7.    Embodiment Theory:

Embodiment theory suggests that our cognitive processes are influenced by our bodily sensations and experiences. ASMR may involve a strong connection between the mind and body, as the physical sensations are central to the experience.

8.     Relaxation Response

The relaxation response, a concept popularized by Dr. Herbert Benson, refers to the physiological changes that occur in the body when one engages in relaxation techniques. ASMR videos often induce this response, leading to decreased heart rates and lower levels of stress hormones.

9.     Oxytocin Release:

Some researchers hypothesize that ASMR triggers the release of oxytocin, often called the "bonding hormone." This could explain the feelings of comfort and connection many experience, addressing Gen Z's need for intimacy in an increasingly digital world.

10  Dopamine Release:

ASMR may be associated with the release of dopamine, a neurotransmitter involved in pleasure and reward. This could explain the positive emotions and feelings of euphoria experienced by many individuals who enjoy ASMR.

11  Synesthesia-Like Experience:

ASMR shares some similarities with synesthesia, a neurological trait where stimulation of one sensory pathway leads to experiences in another. This unique sensory experience may be particularly appealing to a generation known for seeking novel experiences.

12  Placebo Effect:

The belief that ASMR is a relaxing and enjoyable experience can influence the actual experience. This is similar to the placebo effect, where positive expectations can lead to positive outcomes.

Key Personality Traits Linked to ASMR Sensitivity

Individuals who experience ASMR sensitivity tend to exhibit specific personality traits that distinguish them from those who do not primarily through the lens of the Big Five Personality Inventory. Along with this, fMRI showed less functional neural connectivity and enhanced connectivity between the occipital cortices, frontal brain, and temporal cortices regions in people experiencing ASMR. Here are some key insights into individual differences linked to ASMR sensitivity and preferences for specific triggers:

Individuals who score high on Openness to Experience are generally more receptive to new sensations being curious enjoying diverse ASMR triggers that are rich in detail and emotional nuance, including artistic, complex sounds, soft speaking, tapping, or role-play scenarios. The Revised NEO Personality Inventory showed aesthetic experiences produce more chills in people scoring high on openness. Higher levels of Neuroticism are also linked to a greater likelihood of experiencing ASMR as they often seek ways to mitigate anxiety and stress. ASMR videos that focus on calming and reassuring themes, such as personal attention role-plays or guided relaxation sessions.

Individuals who score lower on Extraversion tend to prefer ASMR content more than their more extroverted counterparts. Often drawn to quieter, more intimate ASMR experiences that allow for personal reflection and relaxation. Lower scores on Conscientiousness and Agreeableness are also associated with ASMR sensitivity. Those who are less conscientious may be more open to exploring various ASMR content types without rigid expectations. Similarly, individuals with lower Agreeableness might prefer ASMR scenarios that are more unconventional or content that challenges typical ASMR norms.

Impact on Physical and Mental Health

ASMR can yield both potential benefits and areas of concern as suggested by initial studies and anecdotal evidence.

Potential Benefits:

The calming effects of ASMR triggers could activate the parasympathetic nervous system lowering cortisol levels, heart rate, and stress. Nighttime routines inculcating ASMR act as a sleep aid facilitating a smoother transition into rest. It activates the release of oxytocin (the "cuddle hormone") that helps with insomnia and restful nights. ASMR, a robust sense of social support, provides a healthy outlet for Gen Z that values authenticity in digital interactions to alleviate feelings of loneliness and manage their emotions. ASMR has been linked to mood elevation due to the release of neurotransmitters like dopamine and oxytocin helping with mood enhancement that can contribute to a more positive outlook on life. While research is still emerging, some studies suggest that ASMR may assist in managing chronic pain through distraction and relaxation. For individuals with attention difficulties, such as those with ADHD, ASMR can promote a state of deep concentration similar to a "flow state," which is beneficial for tasks requiring sustained attention. ASMR has shown promising results but may not be effective for everyone, and in some cases, it can even have the opposite effect, particularly for those with misophonia.

Potential Concerns:

Some users may become reliant on ASMR for relaxation or sleep, and require more intense or varied stimuli to achieve the same effect over time. Using ASMR as a primary coping mechanism could potentially mask underlying mental health issues that require professional attention. Rarely headaches or dizziness are also reported.

Is ASMR Worth Watching or Just an Addiction?

The question of whether ASMR is "worth watching" or potentially addictive is complex and likely varies from person to person. For many, it’s a non-pharmaceutical approach to promote calmness and stress management when used in moderation. While ASMR isn't typically considered addictive in the clinical sense, it's possible to develop an unhealthy reliance on it. Signs of problematic use might include anxious or irritable feelings when unable to access ASMR, neglecting real-life responsibilities to watch ASMR content, or needing increasingly more time to achieve the desired effect

As with many digital media experiences, the key lies in moderation and self-awareness. Some guidelines for healthy ASMR consumption include time limits, checking on its impact on mood and behavior, using it as a part of stress management, and seeking professional help to deal the underlying mental health issues.

Limitations

While ASMR shows promise as a tool for mental health support, it also has several limitations that are important to consider. There is a lack of research examining the long-term impacts of regularly using ASMR for mental health. More research is needed using control conditions to determine if ASMR has specific therapeutic benefits beyond the placebo effect. Not everyone experiences ASMR, and even among those who do, the intensity and specific triggers can vary widely. This variability makes it difficult to generalize the benefits of ASMR to all users. While ASMR videos, a self-guided tool, can provide comfort, they may not be sufficient for treating more severe mental health issues that require comprehensive care by a mental health professional.

Future Research Directions

As virtual and augmented reality technologies advance, we may see ASMR experiences become even more immersive extending beyond simple relaxation videos. Already, brands and advertisers are tapping into the phenomenon, incorporating ASMR elements into commercials and marketing campaigns to capture the attention of younger audiences. Additionally, ongoing scientific research into ASMR's effects on the brain could lead to its incorporation into therapeutic practices, particularly for anxiety and insomnia. Psychologists are particularly interested in the long-term effects of regular ASMR consumption on mental health, the relationship between ASMR responsiveness and personality traits, and how ASMR might affect brain development, especially in younger users.