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15 THE RELAXATION AND CALM OF ASMR 123

simulate ASMR-inducing scenarios such as getting a haircut, attending medical examinations and receiving makeovers, massages or suit fittings. ASMR videos have become increasingly professional, with many ASMRtists recording with binaural microphones and high-tech audiovisual equipment. Some ASMRtists have created a 360 degree ASMR experience using 3D virtual reality; others conduct one-to-one Skype sessions for personalized ASMR; there is even an ASMR treatment spa. More recently, ASMR has been a source of inspiration for Pepsi and Dove/Galaxy advertisements, and has been incorporated into modern electronic music. I would argue that ASMR is more than just a bizarre internet craze that will subside over time: its appeal and continued growth is likely to reflect the fact that ASMR is a physiologically rooted experience, and one that people will be continually motivated to pursue.

Despite widespread media attention, ASMR has gone virtually unnoticed by the scientific community. In March 2015, Barratt and Davis published the first exploratory survey (using an online questionnaire) of 475 people who experience ASMR. Their results indicated that the majority of respondents had first experienced ASMR when they were between five and ten years old; 98 per cent found ASMR videos relaxing; 82 per cent