| Summary: | Most climate change messages depict a picture of the devastating effects that
anthropogenic activities have on the environment, expecting to mobilise human action. Built on the
daunting scientific evidence, these gloomy messages can potentially emotionally harm a young
audience. By contrast, this study explores the impact of Autonomous Sensory Meridian Response
(ASMR) as an innovative marketing technique to communicate positive climate change messages.
This study investigates whether ASMR could be used to encourage pro-environmental behaviour
and create social bonding among young people. An ASMR video and two series of interviews with
high school students were conducted in Sydney, Australia. The results show that the participants
are divided in their opinion about the effectiveness of ASMR. Although all see ASMR as a
completely new world in marketing, some are of the opinion that it can influence positive climate
change behaviours while others are reluctant to accept it as a way to encourage action. Given the
vastness and urgency of the climate change agenda, this novel marketing technique can find its way
in promoting pro-environmental behaviours by utilising positive messaging and influencing a
section of the young population.
|
|---|