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.
Amid the whirl of the holiday season, many are vaguely aware of the approach of the winter solstice, but how much do you really know about it? Whether you're a fan of winter or just wish it would go away, here are 10 things to note—or even celebrate—about the shortest day of the year.
1. The winter solstice HAPPENS ON DECEMBER 21/22 in 2019.
buxtree/iStock via Getty Images
The date of the winter solstice varies from year to year, and can fall anywhere between December 20 and December 23, with the 21st or 22nd being the most common dates. The reason for this is because the tropical year—the time it takes for the sun to return to the same spot relative to Earth—is different from the calendar year. The next solstice occurring on December 20 will not happen until 2080, and the next December 23 solstice will not occur until 2303.
2. The winter solstice hAPPENS AT A SPECIFIC, BRIEF MOMENT.
yanikap/iStock via Getty Images
Not only does the solstice occur on a specific day, but it also occurs at a specific time of day, corresponding to the instant the North Pole is aimed furthest away from the sun on the 23.5 degree tilt of the Earth's axis. This is also the time when the sun shines directly over the Tropic of Capricorn. In 2019, this moment occurs at 4:19 a.m. UTC (Coordinated Universal Time) on December 22. For those on Eastern Standard Time, the solstice will occur at 11:19 p.m. on December 21. And regardless of where you live, the solstice happens at the same moment for everyone on the planet.
3. The winter solstice mARKS THE LONGEST NIGHT AND SHORTEST DAY OF THE YEAR FOR THE NORTHERN HEMISPHERE.
rmbarricarte/iStock via Getty Images
As most are keenly aware, daylight hours grow shorter and shorter as the winter solstice approaches, and begin to slowly lengthen afterward. It's no wonder that the day of the solstice is referred to in some cultures as the "shortest day of the year" or "extreme of winter." New York City will experience 9 hours and 15 minutes of sunlight, compared to 15 hours and 5 minutes on the summer solstice. Helsinki, Finland, will get 5 hours and 49 minutes of light. Barrow, Alaska, will not have a sunrise at all (and hasn't since mid-November; its next sunrise will be on January 22), while the North Pole has had no sunrise since October. The South Pole, though, will be basking in the glow of the midnight sun, which won't set until March.
4. ANCIENT CULTURES VIEWED THE WINTER SOLSTICE AS A TIME OF DEATH AND REBIRTH.
Eerik/iStock via Getty Images
The seeming death of the light and very real threat of starvation over the winter months would have weighed heavily on early societies, who held varied solstice celebrations and rites meant to herald the return of the sun and hope for new life. Scandinavian and Germanic pagans lit fires and may have burned Yule logs as a symbolic means of welcoming back the light. Cattle and other animals were slaughtered around midwinter, followed by feasting on what was the last fresh meat for several months. The modern Druidic celebration Alban Arthan reveres the death of the Old Sun and birth of the New Sun.
5. THE shortest DAY of the year MARKS THE DISCOVERY OF NEW AND STRANGE WORLDS.
Hulton Archive/Getty Images
The Pilgrims arrived at Plymouth on December 21, 1620, to found a society that would allow them to worship freely. On the same day in 1898, Pierre and Marie Curie discovered radium, ushering in an atomic age. And on December 21, 1968, the Apollo 8 spacecraft launched, becoming the first manned moon mission.
6. THE WORD SOLSTICE TRANSLATES ROUGHLY TO "SUN STANDS STILL."
a_Taiga/iStock via Getty Images
Solstice derives from the Latin scientific term solstitium, containing sol, which means "sun," and the past participle stem of sistere, meaning "to make stand." This comes from the fact that the sun’s position in the sky relative to the horizon at noon, which increases and decreases throughout the year, appears to pause in the days surrounding the solstice. In modern times, we view the phenomenon of the solstice from the position of space, and of the Earth relative to the sun. Earlier people, however, were thinking about the sun's trajectory, how long it stayed in the sky and what sort of light it cast.
7. STONEHENGE IS ALIGNED TO THE SUNSET ON the WINTER SOLSTICE.
jessicaphoto/iStock via Getty Images
The primary axis of the megalithic monument is oriented to the setting sun, while Newgrange, another structure built around the same time as Stonehenge, lines up with the winter solstice sunrise. Some have theorized that the position of the sun was of religious significance to the people who built Stonehenge, while other theories hold that the monument is constructed along natural features that happen to align with it. The purpose of Stonehenge is still subject to debate, but its importance on the winter solstice continues into the modern era, as thousands of hippies, pagans, and other types of enthusiasts gather there every year to celebrate the occasion.
8. ANCIENT ROMANS CELEBRATED REVERSALS AT THE MIDWINTER FESTIVAL OF SATURNALIA.
A Saturnalia celebration in England in 2012.
Christopher Furlong/Getty Images
The holiday, which began as a festival to honor the agricultural god Saturn, was held to commemorate the dedication of his temple in 497 BCE. It quickly became a time of widespread revelry and debauchery in which societal roles were overturned, with masters serving their slaves and servants being allowed to insult their masters. Mask-wearing and play-acting were also part of Saturnalia's reversals, with each household electing a King of Misrule. Saturnalia was gradually replaced by Christmas throughout the Roman Empire, but many of its customs survive as Christmas traditions.
9. SOME TRADITIONS HOLD THAT DARK SPIRITS WALK THE EARTH ON THE WINTER SOLSTICE.
Serjio74/iStock via Getty Images
The Iranian festival of Yalda is celebrated on the longest night of the year. In pre-Islamic times, it heralded the birth of Mithra, the ancient sun god, and his triumph over darkness. Zoroastrian lore holds that evil spirits wander the Earth and the forces of the destructive spirit Ahriman are strongest on this long night. People are encouraged to stay up most of the night in the company of one another, eating, talking, and sharing poetry and stories, in order to avoid any brushes with dark entities. Beliefs about the presence of evil on the longest night are also echoed in Celtic and Germanic folklore.
10. SOME THOUGHT THE WORLD WOULD END ON THE 2012 WINTER SOLSTICE.
Delpixart/iStock via Getty Images
December 21, 2012 corresponds to the date 188.8.131.52.0 in the Mesoamerican Long Count calendar used by the ancient Maya, marking the end of a 5126-year cycle. Some people feared this juncture would bring about the end of the world or some other cataclysmic event. Others took a more New Age-y view (literally) and believed it heralded the birth of a new era of deep transformation for Earth and its inhabitants. In the end, neither of these things appeared to occur, leaving the world to turn through winter solstices indefinitely, or at least as long as the sun lasts.
Science has finally confirmed what humans have suspected for centuries: Cats are inscrutable creatures prone to peculiar behavior. Some of us, however, are still capable of picking up on their subtle emotional cues, including facial expressions, without relying on clues like tails, ears, or whiskers.
This new evidence of a cat’s slightly malleable face comes from a study in the journal Animal Welfare. Researchers at the University of Guelph in Ontario, Canada, recruited 6329 participants to watch a series of 20 video clips featuring cats reacting to either a positive or negative event. A positive interaction was defined as a feline approaching a human for a treat or an owner-identified action the cat traditionally found pleasant, like climbing into a favorite spot. A negative response was when a cat was confronted with something it wanted to avoid, was prevented from going into an area or outside, or was displaying an obvious sign of distress, like growling. (Sounds were edited out.) Most clips were from YouTube, though some were submitted by veterinarians and university colleagues. Breeds with long hair that might obscure facial changes were omitted. Most respondents were cat owners, and 74 percent were women 18 to 44 years old.
Using these brief clips, the researchers asked subjects to classify the cats as exhibiting positive or negative behavior by relying only on closely cropped footage of a cat’s face. They couldn’t rely on the tail or any other body language. The result? The average score was just 59 percent correct, accurately identifying a cat’s mood in an average of 12 out of the 20 clips. These humans, in other words, had little idea what a cat was experiencing based solely on their faces.
So why do researchers think they have any expression at all? Roughly 13 percent of subjects scored well on the test, getting at least 15 of the 20 questions correct. Those that did well were generally people who had extensive experience with cats, like veterinarians. That led researchers to conclude that people can become more attuned to the subtle flickers of emotion that may pass over a cat’s face.
“They could be naturally brilliant, and that’s why they become veterinarians,” Georgia Mason, a behavioral biologist and the study’s senior author, told The Washington Post. “But they also have a lot of opportunity to learn, and they’ve got a motivation to learn, because they’re constantly deciding: Is this cat better? Do we need to change the treatment? Does this cat need to go home? Is this cat about to take a chunk out of my throat?”
The paper appears to offer encouraging evidence that “cat whisperers” really do exist. If you’re curious whether you could be one of them, you can take a shortened version of the video test online.