What is ASMR and why does it give some people 'brain tingles'?

The answer

Autonomous Sensory Meridian Response (ASMR) is a tingling sensation starting at the scalp and moving down the neck and spine, triggered by specific auditory or visual stimuli like whispering, tapping, or gentle hand movements. A 2018 study in PLOS ONE by Giulia Poerio at the University of Sheffield found that ASMR reduced heart rate by an average of 3.14 beats per minute - comparable to stress-reduction techniques. fMRI research published in BioImpacts in 2019 showed ASMR activates brain regions associated with reward and emotional arousal, including the medial prefrontal cortex and nucleus accumbens. Approximately 20% of people experience ASMR strongly. Those who do show greater functional connectivity between auditory and emotional brain networks. The ASMR content industry generates over $500 million annually, with top creators earning millions from YouTube and streaming platforms.