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題名 超越傳統美感：探索 ASMR 和感官設計， 為美容產品提供全方位的保健體驗
Beyond Traditional Aesthetics: Exploring ASMR and Sensory Design for Holistic Wellness Experiences in Beauty Products作者 李雅妮
Likhitworasak, Yaninee貢獻者 劉秀明
Liu, Sandra
李雅妮
Likhitworasak, Yaninee關鍵詞 ASMR
感官行銷
消費行為
美容
廣告
ASMR
Sensory Marketing
Consumer Behavior
Beauty
Advertising日期 2024 上傳時間 3-六月-2024 11:41:00 (UTC+8) 摘要 Autonomous Sensory Meridian Response (ASMR), known for its relaxing effects and unique sensory experiences, holds significant potential for beauty brands seeking deeper consumer engagement. With wellness trends on the rise, this study investigates how ASMR influences consumer perceptions within the beauty market. A literature review provides foundational insights into ASMR mechanics and design, while in-depth interviews offer a nuanced understanding of consumer preferences. Despite being a supplementary marketing element, the results reveal that ASMR can foster immersive narratives and enhance brand engagement when personalized for diverse audiences. The study suggests that a well-defined narrative structure, authenticity, and cohesive integration of ASMR elements are necessary to effectively engage and emotionally connect with consumers. By embracing these principles, brands can attract a broader range of audiences and foster deeper levels of engagement.
Autonomous Sensory Meridian Response (ASMR), known for its relaxing effects and unique sensory experiences, holds significant potential for beauty brands seeking deeper consumer engagement. With wellness trends on the rise, this study investigates how ASMR influences consumer perceptions within the beauty market. A literature review provides foundational insights into ASMR mechanics and design, while in-depth interviews offer a nuanced understanding of consumer preferences. Despite being a supplementary marketing element, the results reveal that ASMR can foster immersive narratives and enhance brand engagement when personalized for diverse audiences. The study suggests that a well-defined narrative structure, authenticity, and cohesive integration of ASMR elements are necessary to effectively engage and emotionally connect with consumers. By embracing these principles, brands can attract a broader range of audiences and foster deeper levels of engagement.參考文獻 Reference Adobe. (n.d.). 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(2023, March 11). ASMR: Pampering you while you sleep [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=rQy2YsM7pVE Author Learning Center. (n.d.). How to structure a story: The fundamentals of narrative. Retrieved from Author Learning Center’s Blog: https://www.authorlearningcenter.com/writing/fiction/w/plot-planning/6366/how-to-structure-a-story-the-fundamentals-of-narrative---article Bachem, S. (2020). Food that tingles your brain? : Exploring the potential of ASMR fast food advertisements by gaining insights into their effects on consumers’ product and ad evaluations as well as on their evaluation of voice, sounds, and visuals. University of Twente. Baek, M., Jang, H., & Chae, H. (2018). ASMR marketing in fashion brands using emotional commitment and nostalgia. 2018 Global Marketing Conference at Tokyo Proceedings, (pp. 414-416). Barratt, E. L., & Davis, N. J. (2015). Autonomous sensory meridian response (ASMR): A flow-like mental state. PeerJ. Barratt, E. L., Spence, C., & Davis, N. J. (2017). Sensory determinants of the autonomous sensory meridian response (ASMR): understanding the triggers. PeerJ. BBC Earth. (2023, February 18). Natural forest sounds – ASMR: Our green planet | BBC Earth [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=cnTf2UxjGW8 Brown, B. (2016). Cinematography theory and practice: imagemaking for cinematographers & directors . Routledge. Chanel. (2018, April 25). Highlighting Chanel's craftsmanship – Handbag stories [Video]. Retrieved from Facebook:https://www.facebook.com/chanel/videos/ 1714504545303998/ Crocker Art Museum. (n.d.). Elements of art and principles of design. Retrieved from Crocker ArtMuseum:https://www.crockerart.org/uploads/07/06/Elements_of_Art_and_Principles_of_Design.pdf Curology. (2019, February 14). ASMR skin care with Curology [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=pC7dILzB0ds Exoteeelis. (2016, April 16). Chinese Sihua Dove ASMR ad campaign – Angelababy [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=EhwYbH5n15c Fenty Beauty by Rihanna. (2023, August 13). Sound on Rihanna's #ASMR Fenty face makeup tutorial has spoken, and it says #SWIPEMELTGO!! [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=oCNsBXJXUZ4 Flora, L. (2020, April 17). ASMR takes over beauty brands’ TikTok accounts. Retrieved from Glossy: https://www.glossy.co/beauty/asmr-takes-over-beauty-brands-tiktok-accounts Fredborg, B. C. (2017). An examination of personality traits associated with autonomous sensory meridian response (ASMR). Frontiers in Psychology. Green, M. C., Brock, T. C., & Kaufman, G. F. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication theory, Volume 14, Issue 4, 311-327. Golowczynski, M. (2022, February 3). Cheat sheet: White balance presets. 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Morhart, F., Malär, L., Guèvremont, A., & Girardin, F. (2014). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. Moviecollectionjp. (2019, May 8). 有村架純&渡辺直美が話題のASMRにチャレンジ／SK IIのすっぴん素肌トーク『静かに！シー！』編 [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=KYYei9HZ5Sc Norton, R. (2020, March 3). The unique style of Wes Anderson. Retrieved from Big Picture Film Club: https://bigpicturefilmclub.com/unique-style-wes-anderson/ Poerio, G. L., Blakey, E., Hostler, T. J., & Veltri, T. (2018). More than a feeling: Autonomous sensory meridian response (ASMR) is characterized by reliable changes in affect and physiology. PloS one. Poerio, G. L., Succi, A., Swart, T., Romei, V., & Gillmeister, H. (2023). From touch to tingles: Assessing ASMR triggers and their consistency over time with the ASMR Trigger Checklist (ATC). Elsevier. Point, 뷰. B. (2020, May 13). [ASMR] Satisfying cosmetic destruction with pink products [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=NbVAgoJUb04&t=106s Oxford University Press. (2023, September 11). The importance of storytelling in marketing. Retrieved from Oxford Academic | Advertising & Corporate Services: https://academic.oup.com/advertising-and-corporate-services/pages/the-importance-of-storytelling-in-marketing PR Newswire. (2023, May 10). Cosmetic skin care market segmentation by product, distribution channel, and geography will grow at a CAGR of 8.72% during 2023-2027-Technavio. Retrieved from Yahoo Finance: https://finance.yahoo.com/news/cosmetic-skin-care-market-segmentation-231500090.html Press, C. U. (n.d.). ASMR. Retrieved from Cambridge English Dictionary Online: https://dictionary.cambridge.org/dictionary/english/asmr Relaxing, C. (2020, June 14). Satisfying slime ASMR | Relaxing slime videos #643 [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=V342mZ4T7iQ Richard, C. (n.d.). Retrieved from ASMR University: https://asmruniversity.com Ritz Korea. (2016, December 1). 소리로 먹는 리츠 크래커 - ASMR 체험 [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=shiPU5GuUN0 Rovira, A. (2021). The role of ASMR in future advertising. University of Westminster. Sephora. (2024). Homepage. Retrieved from Sephora: https://www.sephora.com Siang, T. Y. (2022, September 29). The key elements & principles of visual design. Retrieved from Interaction Design Foundation: https://www.interaction-design.org/literature/article/the-building-blocks-of-visual-design Smith, S., Fredborg, B., & Kornelsen, J. (2019). A functional magnetic resonance imaging investigation of the autonomous sensory meridian response. PeerJ. Statista. (n.d.). Cosmetics & personal care. Retrieved from 2024: https://www.statista.com/markets/415/topic/467/cosmetics-personal-care/#insights Stones, J. (2023, April 17). Emotional photography: Lighting can capture emotion. 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The complete guide to 17 key principles of design and how they can help you create a compelling design today. Retrieved from Medium: https://sowmiyeh.medium.com/the-complete-guide-to-17-key-principles-of-design-and-how-they-can-help-you-create-a-compelling-7d25b913772e YouTube. (n.d.). YouTube Creator. Retrieved from YouTube: https://www.youtube.com/creators/ Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, Vol. 15, No.2, 4-14. Zeitoune, R. (2022, August). Soothing videos: The surprising trend capturing Gen Z’s attention. Retrieved from Think with Google: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/gen-z-viewing-habits/ Zhang, Y. Y. (2015). A study on consumers' alienation and nostalgia consumption behavior in China. Chungbuk, South Korea: Unpublished master’s thesis, Chungbuk National University. 설기양SULGI. (2020, March 28). ASMR Mukbang spicy Tteokbokki, seasoned chicken, cheese kimchi Gimbap, fried food, eating [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=buXhS3SLIa4&t=1s 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933046資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111933046 資料類型 thesis dc.contributor.advisor 劉秀明 zh_TW dc.contributor.advisor Liu, Sandra en_US dc.contributor.author (作者) 李雅妮 zh_TW dc.contributor.author (作者) Likhitworasak, Yaninee en_US dc.creator (作者) 李雅妮 zh_TW dc.creator (作者) Likhitworasak, Yaninee en_US dc.date (日期) 2024 en_US dc.date.accessioned 3-六月-2024 11:41:00 (UTC+8) - dc.date.available 3-六月-2024 11:41:00 (UTC+8) - dc.date.issued (上傳時間) 3-六月-2024 11:41:00 (UTC+8) - dc.identifier (其他 識別碼) G0111933046 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/151500 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 111933046 zh_TW dc.description.abstract (摘要) Autonomous Sensory Meridian Response (ASMR), known for its relaxing effects and unique sensory experiences, holds significant potential for beauty brands seeking deeper consumer engagement. With wellness trends on the rise, this study investigates how ASMR influences consumer perceptions within the beauty market. A literature review provides foundational insights into ASMR mechanics and design, while in-depth interviews offer a nuanced understanding of consumer preferences. Despite being a supplementary marketing element, the results reveal that ASMR can foster immersive narratives and enhance brand engagement when personalized for diverse audiences. The study suggests that a well-defined narrative structure, authenticity, and cohesive integration of ASMR elements are necessary to effectively engage and emotionally connect with consumers. By embracing these principles, brands can attract a broader range of audiences and foster deeper levels of engagement. zh_TW dc.description.abstract (摘要) Autonomous Sensory Meridian Response (ASMR), known for its relaxing effects and unique sensory experiences, holds significant potential for beauty brands seeking deeper consumer engagement. With wellness trends on the rise, this study investigates how ASMR influences consumer perceptions within the beauty market. A literature review provides foundational insights into ASMR mechanics and design, while in-depth interviews offer a nuanced understanding of consumer preferences. Despite being a supplementary marketing element, the results reveal that ASMR can foster immersive narratives and enhance brand engagement when personalized for diverse audiences. The study suggests that a well-defined narrative structure, authenticity, and cohesive integration of ASMR elements are necessary to effectively engage and emotionally connect with consumers. By embracing these principles, brands can attract a broader range of audiences and foster deeper levels of engagement. en_US dc.description.tableofcontents TABLE OF CONTENTS 1. Introduction 1 1.1. Background and Purposes 1 1.2. Research Objectives 3 1.3. Research Methodology 4 1.4. Scope of Research 5 2. Literature Review 6 2.1. Autonomous Sensory Meridian Response (ASMR) 6 2.1.1. Definition 6 2.1.2. History of ASMR 7 2.1.3. ASMR in Current Media 9 2.1.4. Nature of ASMR Media Platforms 12 2.1.5. ASMR for Marketing Purposes 14 2.1.6. ASMR Mechanisms and Benefits 22 2.1.7. ASMR Triggers 26 2.2. Sensory Marketing 28 2.2.1. Overview of Sensory Marketing 28 2.2.2. Sound Design 30 2.2.3. Visual Design 32 2.3. Cinematography 36 2.3.1. Cinematography vs. Videography 36 2.3.2. Sound Design in Cinematography 37 2.3.3. Principles of Effective Audio Design 37 2.3.4. Visual Storytelling Through Cinematography 38 2.3.5. Principles of Visual Design 40 2.4. Narrative Transportation Theory 41 2.4.1. Narrative Structures 42 2.5. Involvement Concept 42 2.6. Consumer Preferences in Beauty and Wellness Segment 45 2.6.1. Consumer Preferences 45 2.6.2. Beauty Product Segmentation 46 3. Study Design 50 3.1. Selection of Materials 50 3.2. Analysis of the Selected Materials 52 3.3. Recruitment 60 3.4. Participants 61 3.5. Procedure 62 4. Findings 65 4.1. Derived Topics 65 4.2. Key Findings 66 4.3. Further Revelations 81 5. Discussions 86 6. Conclusion 89 7. Limitation and Future Research 91 Reference 93 Appendix 102 Semi-Structured Interview Script 102 Interview Transcript 104 Subject 1 – Male, Positive ASMR Background, Age 27 104 Subject 2 – Male, Positive ASMR Background, Age 31 112 Subject 3 – Female, Positive ASMR Background, Age 26 120 Subject 4 – Female, Positive ASMR Background, Age 28 127 Subject 5 – Male, Negative ASMR Background, Age 26 135 Subject 6 – Male, Negative ASMR Background, Age 31 141 Subject 7 – Female, Negative ASMR Background, Age 27 149 Subject 8 – Female, Negative ASMR Background, Age 30 155 zh_TW dc.format.extent 27656862 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111933046 en_US dc.subject (關鍵詞) ASMR zh_TW dc.subject (關鍵詞) 感官行銷 zh_TW dc.subject (關鍵詞) 消費行為 zh_TW dc.subject (關鍵詞) 美容 zh_TW dc.subject (關鍵詞) 廣告 zh_TW dc.subject (關鍵詞) ASMR en_US dc.subject (關鍵詞) Sensory Marketing en_US dc.subject (關鍵詞) Consumer Behavior en_US dc.subject (關鍵詞) Beauty en_US dc.subject (關鍵詞) Advertising en_US dc.title (題名) 超越傳統美感：探索 ASMR 和感官設計， 為美容產品提供全方位的保健體驗 zh_TW dc.title (題名) Beyond Traditional Aesthetics: Exploring ASMR and Sensory Design for Holistic Wellness Experiences in Beauty Products en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Reference Adobe. (n.d.). Discover the difference between videography and cinematography. Retrieved from Adobe: https://www.adobe.com/creativecloud/video/discover/videography-vs-cinematography.html AGT. (2024). The power of sound: Audio design principles for immersive experiences. Retrieved from Applied Global Technologies: https://www.appliedglobal.com/the-power-of-sound-audio-design-principles-for-immersive-experiences/ Aradhna, K., & Holbrook, M. B. (2015, March). The science of sensory marketing. Retrieved from Harvard Business Review: https://hbr.org/2015/03/the-science-of-sensory-marketing Aradhna, K., Cian, L., & Sokololva, T. (2016). The power of sensory marketing in advertising. Science Direct, 142-147. Astin, A. W. (1984). Student involvement: A development theory for higher education. Journal of College Student Development, 518-529. ASMR, S. L. (2023, February 2). ASMR roleplay: Home nurse check-up [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=OfGraURBuBk ASMR, S. L. (2023, March 11). ASMR: Pampering you while you sleep [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=rQy2YsM7pVE Author Learning Center. (n.d.). How to structure a story: The fundamentals of narrative. Retrieved from Author Learning Center’s Blog: https://www.authorlearningcenter.com/writing/fiction/w/plot-planning/6366/how-to-structure-a-story-the-fundamentals-of-narrative---article Bachem, S. (2020). Food that tingles your brain? : Exploring the potential of ASMR fast food advertisements by gaining insights into their effects on consumers’ product and ad evaluations as well as on their evaluation of voice, sounds, and visuals. University of Twente. Baek, M., Jang, H., & Chae, H. (2018). ASMR marketing in fashion brands using emotional commitment and nostalgia. 2018 Global Marketing Conference at Tokyo Proceedings, (pp. 414-416). Barratt, E. L., & Davis, N. J. (2015). Autonomous sensory meridian response (ASMR): A flow-like mental state. PeerJ. Barratt, E. L., Spence, C., & Davis, N. J. (2017). Sensory determinants of the autonomous sensory meridian response (ASMR): understanding the triggers. PeerJ. BBC Earth. (2023, February 18). Natural forest sounds – ASMR: Our green planet | BBC Earth [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=cnTf2UxjGW8 Brown, B. (2016). Cinematography theory and practice: imagemaking for cinematographers & directors . Routledge. Chanel. (2018, April 25). Highlighting Chanel's craftsmanship – Handbag stories [Video]. Retrieved from Facebook:https://www.facebook.com/chanel/videos/ 1714504545303998/ Crocker Art Museum. (n.d.). Elements of art and principles of design. Retrieved from Crocker ArtMuseum:https://www.crockerart.org/uploads/07/06/Elements_of_Art_and_Principles_of_Design.pdf Curology. (2019, February 14). ASMR skin care with Curology [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=pC7dILzB0ds Exoteeelis. (2016, April 16). Chinese Sihua Dove ASMR ad campaign – Angelababy [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=EhwYbH5n15c Fenty Beauty by Rihanna. (2023, August 13). Sound on Rihanna's #ASMR Fenty face makeup tutorial has spoken, and it says #SWIPEMELTGO!! [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=oCNsBXJXUZ4 Flora, L. (2020, April 17). ASMR takes over beauty brands’ TikTok accounts. Retrieved from Glossy: https://www.glossy.co/beauty/asmr-takes-over-beauty-brands-tiktok-accounts Fredborg, B. C. (2017). An examination of personality traits associated with autonomous sensory meridian response (ASMR). Frontiers in Psychology. Green, M. C., Brock, T. C., & Kaufman, G. F. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication theory, Volume 14, Issue 4, 311-327. Golowczynski, M. (2022, February 3). Cheat sheet: White balance presets. Retrieved from Digital Camera World: https://www.digitalcameraworld.com/tutorials/cheat-sheet-white-balance-settings Hadfield, H., (n.d.). Story structures. Retrieved from Hugh Hadfield Learning Log: https://hughhadfield.com/4-3-story-structures/ Hultén, B., Broweus, N., & Dijk, M. v. (2016). Sensory marketing. Palgrave Macmillan. IKEA USA. (2017, August 9). “Oddly IKEA”: IKEA ASMR [Video]. Retrieved from YouTube: https://www.youtube.com/watch?v=uLFaj3Z_tWw&t=148s Instagram. (n.d.). Instagram for business. Retrieved from Instagram: https://help.instagram.com/1554245014870700 Jeffery, L. (2021, May 20). A filmmaker’s guide to movie sound effects & 6 iconic examples. Retrieved from Marmoset Music: https://www.marmosetmusic.com/journal/a-filmmakers-guide-to-movie-sound-effects-6-iconic-examples/ Jonze, S. (Director). (2013). Her [Motion Picture]. KFC UKI. (2018, September 12). KFChill - Finger lickin’ good vibes [Video]. 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