ASMR or "autonomous sensory meridian response,” is a meditative phenomenon that's surging in popularity, It describes a tingling sensation some people experience in the scalp and spine when hearing certain everyday tactile sounds recorded in a quiet repetitive, scratchy and often lightly percussive manner.
Crinkling a newspaper. Spraying a water bottle. Typing on a keyboard. Stirring macaroni and cheese. Whispering into a microphone. Tapping literally anything.
Millions of people these days watch or listen to videos of strangers performing these mundane actions. They say they’re mesmerized. They say it relaxes them and even helps them doze off during restless times.
WSJ (sub required)
you probably saw this Michelob ad during the Super Bowl
and this Pepsi one shows it can distract as much as help concentrate
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