An internet craze known as ASMR (autonomous sensory meridian response) was highlighted in a Super Bowl commercial that’s already attracted more than 10 million views.
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The ad featured calming images of actress Zoe Kravitz whispering into a pair of microphones and softly tapping on a bottle, the AP reported.
Some people spend hours watching ASMR videos of activities such as slow and quiet talking, hair brushing, pages being turned in a book or paper crinkling because they claim it makes their brains tingle in a relaxing way, and some use it to help them get to sleep.
Only about a dozen studies on ASMR have been published, which is a small number in the field of medical science, the AP reported.
In one study, researchers at the University of Winnipeg in Canada conducted brain scans of 11 people who experience ASMR and 11 people who don’t, and discovered unexpected “teams” of neurons firing together in the brains of those who feel ASMR.
This suggests ASMR may be similar to synesthesia, a condition where people describe seeing music or numbers as specific colors, the AP reported.
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