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ASMR广告的传播效果 ——基于认知神经科学的视角

Effects of ASMR Video Advertisement: An Electroencephalogram Study

中国心理学前沿 / 2019,1(10)：772-788 / 2019-11-20 5409 9351

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• 作者： 喻国明¹      修利超¹*      魏辽辽¹      刘丹佳¹      夏丹婷²     
• 单位：

  1．北京师范大学新闻传播学院认知神经传播学实验室，北京；
  2．北京师范大学历史学院，北京

• 关键词： ASMR；广告效果；EEG 脑电实验
• Autonomous Sensory Meridian Response; Advertising effects; Electroencephalogram
• 摘要： ASMR（AutonomousSensoryMeridianResponse），自发性知觉经络反应，是指受众颅内产生的一种较为舒适的轻度刺激感。近年来，国内外广告界将ASMR与视频广告相结合，创造了ASMR广告，并将其运用于市场营销。尽管在观看此类广告后，受众对广告相关产品有着更为积极的印象以及更多的好评，但是学界尚未见到ASMR广告对受众感官体验的影响及其神经机制开展研究工作。本研究采用EEG（Electroencephalogram）技术，考察ASMR广告在受众情绪、注意等层面上的广告效果，结果发现：观看ASMR广告时，个体的beta波显著强于观看普通广告，delta波显著弱于观看普通广告。两类广告在愉悦感上没有显著差异，观看ASMR广告时受众心理负荷明显更低。该研究成果将为企业进行精准有效广告投放提供一定的参考和借鉴，同时为数字媒体时代利用ASMR广告进行企业产品和品牌的传播提供了可能。
• Autonomous Sensory Meridian Response (ASMR) is described as an anomalous sensory experience that can induce a feeling of intense relaxation. In recent years, global advertisement industry is growing interest in combining ASMR videowith advertisements for marketing. After watching ASMR Ads, many audiences report more positive impression and higher praise of relevant products. There are not any studies, however, to exam the ASMR Ads impact of audiences' sensual experience and neural mechanism so far. Therefore, we investigated the participants' emotion and attention differences between watching ASMR Ads and watching normal video Ads by using electroencephalogram (EEG). The results showed that the beta band PSD of watching ASMR video Ads was higher than normal video Ads, and the delta band PSD of watching ASMR Ads was lower than normal video Ads. There was no significant difference of pleasant extent between two advertisement types, but observably less cognitive load for watching ASMR Ads. These results provide references for enterprisesto deliver advertisements precisely and effectively, as well as possibilities of utilizing ASMR Ads to promote products and brands in this digital media era.
• DOI： https://doi.org/10.35534/pc.0110050
• 引用： 喻国明，修利超，魏辽辽，等．ASMR广告的传播效果——基于认知神经科学的视角［J］．中国心理学前沿，2019，1（10）：772-788．
  https://doi.org/10.35534/pc.0110050