Can ASMR Advertisements Promote Prosocial Engagement With Environmental Causes?: The Interaction of ASMR, Issue Involvement, and Neuroticism on Support Through Empathic Concern

This study investigates the persuasive potential of autonomous sensory meridian response (ASMR) advertisements in nonprofit campaigns, particularly among individuals with low issue involvement and varying levels of trait or state neuroticism. Grounded upon the Elaboration Likelihood Model (ELM), Study 1 (n = 262) examined the effects of advertisement type, issue involvement, and trait neuroticism on campaign outcomes, with empathic concern as a potential mediator. Study 2 (n = 215) extended this investigation by testing the same relationships using state neuroticism. Results revealed that ASMR ads enhanced campaign attitudes among individuals with low issue involvement and high trait neuroticism compared with non-ASMR ads. However, ASMR ads were less effective among those with low issue involvement and high state neuroticism. Interestingly, ASMR ads were most persuasive among emotionally neutral individuals with low issue involvement, eliciting empathic concern and fostering favorable campaign outcomes. Theoretical and practical implications for prosocial and environmental advertising are discussed.