In the video below, a young woman picks up a brown leather wallet, rubs it between her hands, then shakes it. The zipper pull trembles against the rows of linking teeth with a tinny sound. These sounds and sights have one goal: to make the viewer feel "tingles."
This reaction is called ASMR, or autonomous sensory meridian response. The sensation is usually described as electrostatic-like tingles that travel across the scalp and back of the neck, occasionally extending to additional areas of the body. They occur in response to certain triggers—usually sounds and images, but sometimes touch as well.
Videos like the one above have exploded in popularity on YouTube over the past few years, as have online communities on Reddit and other social media, where people create videos, share triggers, and commune over the unusual sensations. Some have more than 100,000 members [PDF]. But while hundreds of thousands of people claim to have ASMR, science has only begun to investigate the phenomenon. Here's what we know so far.
1. THE TERM ASMR IS LESS THAN A DECADE OLD.
It was coined by Jennifer Allen, the creator of the first ASMR Facebook group, in 2010. As Vice reported in 2012:
“Autonomous” refers to the “individualistic nature of the triggers, and the capacity in many to facilitate or completely create the sensation at will,” Jenn told me in an email. “Sensory” and “response” are fairly obvious, and “meridian,” Jenn said, is a more polite term for “orgasm.”
She further clarified in 2016, "I wanted to use a word that would replace the word 'orgasm,' and referenced the dictionary definition, for which entries included the noun form, 'a point or period of highest development, greatest prosperity, or the like.'"
Allen isn't a scientist—she's a cybersecurity expert who has played a pivotal role in the organization of online ASMR communities for the last decade, and is a founder of ASMR University. Other names people use to refer to ASMR include “head tingles,” “brain tingles,” and “brain orgasm.” The experience is portrayed as pleasant without being sexual, and as accompanied by feelings of relaxation and well-being.
“My favorite way to describe it,” one popular "ASMRist" says, “is when you get that negative, horrible feeling of nails down a chalkboard—ASMR is the complete opposite."
2. ASMR HAS MANY TRIGGERS.
ASMR triggers are likely as varied as the individuals experiencing "the tingles," but there are recurrent themes. Soft, calm whispering, slow hand motions, and sounds made by objects are frequent triggers. A recent study found that sounds were more critical to having an ASMR response than sights, but it's not just any sounds—background music, for instance, prevented many viewers from experiencing tingles.
Many ASMR videos are centered on handling objects in a very deliberate and focused manner. Favorites include unhurriedly folding towels, unpacking mail, or sorting baseball cards. Personal care and close attention are common themes: Some of the most watched ASMR videos include role-playing situations, in which the host simulates the act of giving a haircut, a beauty treatment, or a health checkup to the viewer.
3. PEOPLE DON'T NEED VIDEOS TO GET THE TINGLES.
The experience is not restricted to watching videos, though. "Soft voices are something that's very triggering for people with ASMR, as is whispering, or any socially intimate—not sexually intimate—acts," says Beverly Fredborg, author of two influential studies on ASMR at the University of Winnipeg. Many people experience the tingles for the first time in real life while feeling cared for by somebody kind and attentive, or while getting a manicure or foot massage: "They'll feel warm, and they'll feel calm and at peace, while they are experiencing these stimuli."
The Whisperlodge spa, in New York City, offers “an immersive sensory journey of live ASMR” in which customers are lightly touched with brushes or gentle steam, and lay down while people whisper in their ears. People seem to have a range of sensitivity, with the least sensitive people feeling ASMR only when they're being physically cared for in some way, while the most sensitive feel tingly from audio and visual cues alone.
4. THOSE WHO GET ASMR MAY BE MORE OPEN TO NEW EXPERIENCES …
The number of people among the general population who are what researchers call "ASMR-capable" is currently unknown, but research has started to produce some tantalizing clues about those who are. A 2017 study found that individuals who said they experienced ASMR had higher levels of openness-to-experience and neuroticism on the "big five" personality traits test (a standard metric of mental health used by psychologists) than those who do not—and the higher their scores, the more intense their ASMR responses were.
5. … AND THEIR BRAINS MAY BE WIRED DIFFERENTLY.
Another 2017 study used fMRI to scan the brains of 11 ASMR-capable participants and 11 non-ASMR-capable controls. The researchers found that people with ASMR had reduced functional connectivity between the frontal lobes—where much of our complex thought occurs—and sensory regions of the brain. But they had greater connectivity in some cortical regions that take part in executive control (goal-oriented behavior that relies on cognitive processes such as working memory) and resting state networks (the brain regions that are active by default, when we’re not trying to accomplish an explicit task). The scientists hypothesized that this “blending” of neural networks could give rise to the sensations that people experience during ASMR.
6. IF CERTAIN SOUNDS BOTHER YOU, YOU MAY HAVE ASMR.
Mouth sounds such as clicking, kissing, and eating are some of the most divisive triggers: They can induce strong ASMR in some people and an intense negative response in others. Some investigators have proposed that ASMR and misophonia, where triggering sounds cause anger and aversion, are the two extremes of the same sensory continuum. A 2018 study found that 50 percent of people suffering from misophonia also experience ASMR.
7. ASMR ISN'T THE SAME THING AS THE CHILLS YOU CAN GET FROM LISTENING TO MUSIC ...
It shares some characteristics with frisson (the chills that some people feel when listening to great music) and flow (the complete absorption and altered passage of time that people can feel when they are immersed in an activity). It also overlaps with synesthesia (a condition where stimulation in one sensory modality produces a perception in another one, such as hearing shapes, or tasting colors). But there are important differences too. For example, while ASMR’s tingles occur in response to relaxing situations, frisson usually happens when listening to exciting, rousing music. And as Frebourg notes, frisson tends to course through the entire body for just a few moments, while ASMR is localized to the head and neck, and can last 30 minutes or longer.
8. … AND EVIDENCE IS MOUNTING THAT IT'S A UNIQUE PHENOMENON.
Because of its connections to other sensory experiences, ASMR has lacked scientific recognition as a distinct experience, but that is changing. One 2018 study found that ASMR increased pleasurable feelings (such as tingles) in those who experienced it and reduced their heart rate. In contrast, frisson is known to produce higher heart rates.
9. ADVERTISERS WANT TO USE ASMR TO SELL YOU STUFF …
ASMR has gotten the attention of some food and drink advertisers, who are beginning to use recording and mixing technology to emphasize sounds—such as the crinkling of packages, or even an actor’s noisy chewing—that would normally be edited out from commercial ads. In 2016, KFC released a video in which actor George Hamilton, dressed as Colonel Sanders, folded handkerchiefs into pocket squares and noisily chomped on fried chicken, hitting two ASMR favorites at once.
The brand’s chief marketing officer, Kevin Hochman, told the Washington Post: “This is a community that is absolutely infatuated and enthusiastic about the sensorial experience of sound. ... To me, it makes a lot of sense, why we would at least try to enter this space in a small way. There’s a lot of comfort that’s associated with ASMR, and that’s what our food delivers.”
10. … AND ARTISTS ARE USING IT TO HEIGHTEN YOUR RESPONSE.
ASMR could make going to the movies a richer experience. In the 2017 movie Battle of the Sexes, directors Valerie Faris and Jonathan Dayton designed one of the scenes, set in a hair salon, to provoke ASMR. “People work to make videos that elicit this response,” Dayton told Fast Company, “and we were wondering, ‘Could we get that response in a theater full of people?'” (Anecdotal reports suggest it worked.)
Some ASMRtists have started to explored the potential of the tingles in erotica, and others are mixing customary triggers with horror and gore content to generate even greater shivers down viewers’ spines. "There's absolutely a subset of video creators doing more quirky and strange, experimental stuff," ASMR horror star Phoenician Sailor said in a 2016 Motherboard interview. "I really like that people are trying out the crazier things. There's only so many ways you can tap on a piece of plastic.”
11. BOB ROSS IS AN ASMR FAVORITE.
All the characteristics The Joy of Painting host was famous for—soothing voice, calm actions, a gentle affect, the tap-tap-tap sound he made on the canvas as he painted his "happy little trees"—make him a natural ASMR star. As one Redditer recently noted, the 19th most popular post on the Reddit ASMR channel is an announcement from 2016 that Bob Ross videos were going to be livestreamed for nine days straight.
Sometimes accepted wisdom needs a more thorough vetting process. Case in point: If you’ve ever heard that owning plants can improve indoor air quality in your home or office and act as a kind of organic air purifier or cleaner, you may be disappointed to learn that there’s not a whole lot of science to back that theory up. In fact, plants will do virtually nothing for you in that respect.
This botanic bummer comes from Drexel University researchers, who just published a study in the Journal of Exposure Science and Environmental Epidemiology. Examining 30 years of previous findings, Michael Waring, an associate professor of architectural and environmental engineering, found only scant evidence that plants do anything to filter contaminants from indoor air.
Many of these studies were limited, the study says, by unrealistic conditions. Plants would often be placed in a sealed chamber, with a single volatile organic compound (VOC) introduced to contaminate the air inside. While the VOCs decreased over a period of hours or days, Waring found that the studies placed little emphasis on measuring the clean air delivery rate (CADR), or how effectively an air purifier can “clean” the space. When Waring converted the studies' results to CADR, the plants's ability to filter contaminants was much weaker than simply introducing fresh air to disperse VOCs. (Additionally, no one is likely to live in a sealed chamber.)
The notion of plants as natural air filters likely stemmed from a NASA experiment in 1989 which argued that plants could remove certain compounds from the air. As with the other studies, it took place in a sealed environment, which made the results difficult to translate to a real-world environment.
Plants can clean air, but their efficiency is so minimal that Waring believes it would take between 10 and 1000 of them per square meter of floor space to have the same effect as simply opening a window or turning on the HVAC system to create an air exchange. Enjoy all the plants you like for their beauty, but it’s probably unrealistic to expect them to help you breathe any easier.
Born Maria Salomea Skłodowska in Poland in 1867, Marie Curie grew up to become one of the most noteworthy scientists of all time. Her long list of accolades is proof of her far-reaching influence, but not every stride she made in the fields of chemistry, physics, and medicine was recognized with an award. Here are some facts you might not know about the iconic researcher.
1. Marie Curie's parents were teachers.
Maria Skłodowska was the fifth and youngest child of two Polish educators. Her parents placed a high value on learning and insisted that all their children—including their daughters—receive a quality education at home and at school. Maria received extra science training from her father, and when she graduated from high school at age 15, she was first in her class.
2. Marie Curie had to seek out alternative education for women.
After collecting her high school diploma, Maria had hoped to study at the University of Warsaw with her sister, Bronia. Because the school didn't accept women, the siblings instead enrolled at the Flying University, a Polish college that welcomed female students. It was still illegal for women to receive higher education at the time so the institution was constantly changing locations to avoid detection from authorities. In 1891 Maria moved to Paris to live with her sister, where she enrolled at the Sorbonne to continue her education.
3. Marie Curie is the only person to win Nobel Prizes in two separate sciences.
Marie Curie and her husband, Pierre Curie, in 1902.
Agence France Presse, Getty Images
In 1903, Marie Curie made history when she won the Nobel Prize in physics with her husband, Pierre, and with physicist Henri Becquerel for their work on radioactivity, making her the first woman to receive the honor. The second Nobel Prize she took home in 1911 was even more historic: With that win in the chemistry category, she became the first person to win the award twice. And she remains the only person to ever receive Nobel Prizes for two different sciences.
4. Marie Curie added two elements to the Periodic Table.
The second Nobel Prize Marie Curie received recognized her discovery and research of two elements: radium and polonium. The former element was named for the Latin word for ray and the latter was a nod to her home country, Poland.
5. Nobel Prize-winning ran in Marie Curie's family.
Marie Curie's daughter Irène Joliot-Curie, and her husband, Frédéric Joliot-Curie, circa 1940.
Central Press, Hulton Archive // Getty Images
When Marie Curie and her husband, Pierre, won their Nobel Prize in 1903, their daughter Irène was only 6 years old. She would grow up to follow in her parents' footsteps by jointly winning the Nobel Prize for chemistry with her husband, Frédéric Joliot-Curie, in 1935. They were recognized for their discovery of "artificial" radioactivity, a breakthrough made possible by Irène's parents years earlier. Marie and Pierre's other son-in-law, Henry Labouisse, who married their younger daughter, Ève Curie, accepted a Nobel Prize for Peace on behalf of UNICEF, of which he was the executive director, in 1965. This brought the family's total up to five.
6. Marie Curie did her most important work in a shed.
The research that won Marie Curie her first Nobel Prize required hours of physical labor. In order to prove they had discovered new elements, she and her husband had to produce numerous examples of them by breaking down ore into its chemical components. Their regular labs weren't big enough to accommodate the process, so they moved their work into an old shed behind the school where Pierre worked. According to Curie, the space was a hothouse in the summer and drafty in the winter, with a glass roof that didn't fully protect them from the rain. After the famed German chemist Wilhelm Ostwald visited the Curies' shed to see the place where radium was discovered, he described it as being "a cross between a stable and a potato shed, and if I had not seen the worktable and items of chemical apparatus, I would have thought that I was been played a practical joke."
7. Marie Curie's notebooks are still radioactive.
Hulton Archive, Getty Images
When Marie Curie was performing her most important research on radiation in the early 20th century, she had no idea of the effects it would have on her health. It wasn't unusual for her to walk around her lab with bottles of polonium and radium in her pockets. She even described storing the radioactive material out in the open in her autobiography. "One of our joys was to go into our workroom at night; we then perceived on all sides the feebly luminous silhouettes of the bottles of capsules containing our products […] The glowing tubes looked like faint, fairy lights."
It's no surprise then that Marie Curie died of aplastic anemia, likely caused by prolonged exposure to radiation, in 1934. Even her notebooks are still radioactive a century later. Today they're stored in lead-lined boxes, and will likely remain radioactive for another 1500 years.
8. Marie Curie offered to donate her medals to the war effort.
Marie Curie had only been a double-Nobel Laureate for a few years when she considered parting ways with her medals. At the start of World War I, France put out a call for gold to fund the war effort, so Curie offered to have her two medals melted down. When bank officials refused to accept them, she settled for donating her prize money to purchase war bonds.
9. Marie Curie developed a portable X-ray to treat soldiers.
Marie Curie, circa 1930.
Keystone, Getty Images
Marie's desire to help her adopted country fight the new war didn't end there. After making the donation, she developed an interest in x-rays—not a far jump from her previous work with radium—and it didn't take her long to realize that the emerging technology could be used to aid soldiers on the battlefield. Curie convinced the French government to name her Director of the Red Cross Radiology Service and persuaded her wealthy friends to fund her idea for a mobile x-ray machine. She learned to drive and operate the vehicle herself and treated wounded soldiers at the Battle of the Marne, ignoring protests from skeptical military doctors. Her invention was proven effective at saving lives, and ultimately 20 "petite Curies," as the x-ray machines were called, were built for the war.
10. Marie Curie founded centers for medical research.
Following World War I, Marie Curie embarked on a different fundraising mission, this time with the goal of supporting her research centers in Paris and Warsaw. Curie's radium institutes were the site of important work, like the discovery of a new element, francium, by Marguerite Perey, and the development of artificial radioactivity by Irène and Frederic Joliot-Curie. The centers, now known as Institut Curie, are still used as spaces for vital cancer treatment research today.