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124 G.POERIO and 70 per cent used the videos for sleep and stress relief respectively; and 80 per cent reported a positive effect of ASMR on mood. The most common ASMR triggers were whispering, personal attention, crisps sounds and slow movements. These results provided the first documented evidence consistent with anecdotal reports, and made the first step towards legitimizing ASMR as a scientific topic.

Despite this initial research, the ASMR phenomenon awaits more rigorous enquiry. In particular, research is needed that examines both ASMR experiencers and non-experiencers to quantify different reactions (physiological, neural, self-reported) to ASMR content. For the phenomenon to be scientifically validated, gathering more ‘objective’ evidence for ASMR, rather than relying purely on self-report data, is crucial. Research would profit from examining the physiological responses (such as heart rate) that accompany the ASMR experience, as well as its neural basis. Such research would provide much needed evidence for the proposal that ASMR is a phenomenon associated with a distinct and reliable pattern of physiology. However, acceptance of ASMR into mainstream psychological science is likely to be difficult, because the experience is not universal, does not have an established research base, and there may be scepticism around what the feeling is and whether it is amenable to scientific investigation. In the next section I argue that ASMR, much like anything else, is open to scientific investigation. One way to motivate and conduct research in the area is to link the ASMR experience to other accepted and similar phenomena and the research methods to investigate them; here I discuss synaesthesia as a pertinent example.

Synaesthesia, like ASMR, is a sensory experience that only some people have. It describes a ‘crossing’ of the senses where a sensation in one modality (e.g. seeing the letter ‘A’ – called the inducer) is automatically accompanied by, or elicits, an experience in another modality (e.g. seeing the colour red – called the concurrent). The most common forms of synaesthesia involve associating days and graphemes with colour. Other forms of synaesthesia include: sounds with touch, words with tastes, tastes with shapes and pain with colours. Paralleling ASMR experiencers, synaesthetes