Applying Autonomous Sensory Meridian Response on The Advertising of Towel Sound: A Pilot Study

Abstract

The towel industry in Taiwan has gradually become a sunset industry. Although towel manufacturers have tried to promote their products, they have failed to stop the decline of the industry. Personalization marketing is popular along with the thriving e-commerce. Companies make many video advertisements to promote towels online, but lose consumer attention under the flood of advertisements. Autonomous sensory meridian response (ASMR) advertisements can increase consumer attention. Restated, the sound, smell and touch of a towel might attract consumer interest. This pilot study thus designs an ASMR questionnaire and evaluates its reliability and validity. The results of exploratory factor analysis indicate that the questionnaire design is suitable for formal study and experiment.