"Trimming horse hooves, washing carpets, squeezing blackheads..." Why can't you stop watching these videos?

Produced by: Science Popularization China

Author: Qi Shuting (Institute of Psychology, Chinese Academy of Sciences)

Producer: China Science Expo

I believe you must have seen such videos on short video platforms:

A carpet that is extremely dirty can be washed with a high-pressure water gun, and then brushed with a brush and detergent, and it will be brand new; the red and white pimples on the skin can be squeezed out with a pimple squeezer, and the pimples are completely squeezed out, and the pores feel clean at once; the farrier uses various tools to carefully polish and trim the horse's hooves, and the hooves become clean and smooth little by little; the shit scooper prepares all kinds of delicious food to feed the cats or dogs, and the little cuties eat until the bowls and bowls are clean...

Cleaning Carpets

(Photo source: Veer Gallery)

Why are so many people willing to spend time watching such seemingly "repetitive" videos or even live broadcasts, which have received so many likes, collections and reposts? When you are pushed such videos, do you also stop and watch? Are you also a loyal viewer of these short videos or live broadcasts?

So why are we attracted to this content?

The puppy of "showy fan"

(Photo source: Veer Gallery)

Why do we get so immersed in these videos that we can’t get out until we finish watching them? Today, we will talk to you about this phenomenon~

1. The video will trigger autonomous sensory meridian response (ASMR)

Whether it's washing carpets or trimming horses' hoofs, one important reason we enjoy them may be that such audio-visual experiences trigger a sense of pleasure, which is also known as autonomous sensory meridian response (ASMR).

It is a spontaneous sensory phenomenon of the human body. It refers to an extremely pleasant and relaxing tingling sensation experienced at the back of the scalp, neck and even the whole body when we respond to certain sounds or visual stimuli. This feeling is similar to chills.

Autonomous sensory meridian response

(Photo source: Veer Gallery)

The most common ASMR stimuli include whispering, whispering, whispering, tapping, combing hair, gently touching the skin, etc. People will feel physically relaxed, happy, and some people will even fall into a pleasant sleep state. This reaction can relieve stress and anxiety and help people fall asleep, improve mood and mental health.

The sounds and visuals of carpet cleaning, such as the sound of a vacuum cleaner, the whoosh of cleaning fluid, or the sight of a dirty carpet becoming clean, can create this reaction in the audience.

Cleaning Carpets

(Photo source: Veer Gallery)

So why do we experience ASMR?

At present, the ASMR phenomenon has not been fully explained by science, but there are some theories that this feeling may be related to the human nervous system and psychological characteristics, which are reflected in the following aspects:

Brain area activation: Some studies believe that ASMR may be related to the emotional centers in the brain, which play a role in processing emotions and memories; ASMR may involve neurotransmitters in the brain, such as serotonin and dopamine, which play a role in regulating emotions and pleasure; the tingling sensation may also be caused by the high activation of the brain areas responsible for sensation and muscle movement in the individual's brain.

Tactile receptors: ASMR may be related to the tactile receptors on the skin and scalp, which respond to specific touch, sound, and visual stimuli.

Neuromodulation: ASMR may involve the body's autonomic nervous system, which regulates the body's automatic functions such as heart rate, breathing, and digestion. Studies have shown that high activation of brain areas related to emotions and rewards and a decrease in heart rate and breathing rate may be important reasons for the feeling of pleasure and relaxation.

Brain Activation

(Photo source: Veer Gallery)

Who is more susceptible to ASMR?

Not everyone is interested in the above videos, and not everyone is prone to ASMR. From the perspective of psychological traits, researchers have found that compared with ordinary people, ASMR-sensitive individuals have higher neuroticism, empathy, suggestibility, and trait mindfulness.

In other words, people who are sensitive to ASMR generally have higher sensory sensitivity, weaker emotional stability, and are more concerned with their own internal and external feelings. It is these personality traits that may cause ASMR-sensitive individuals to be more sensitive to some sensory and emotional information contained in certain audio-visual stimuli, and to react more strongly to them.

(Photo source: Veer Gallery)

2. Videos can bring us a relaxing mood

Videos of this kind, such as carpet washing, weaving, and carpentry, can bring a soothing and peaceful mood and state to the audience, allowing them to relax their body and mind, relieve stress and anxiety; distract the audience's attention and let them temporarily forget the troubles of daily life.

On the other hand, watching others perform repetitive tasks can give us a sense of order and control. The input and output of such work are clear and significant, which can satisfy people's simple cognition of cause and effect. This simple labor that does not require complex mental activities and has obvious output can bring a certain comfort to the audience.

Carpentry

(Photo source: Veer Gallery)

3. Vicarious gratification - I would rather see someone else do something than have myself do it.

Cleaning videos show a controlled environment, washing car mats and removing debris. In real life, these tasks often take several hours, but in the video they are shortened to just one minute. When some viewers see dirty or stained carpets become clean and fresh again, blackheads or acne are squeezed out, and horse hooves are repaired... they may have some vicarious satisfaction, sense of accomplishment and pride.

clean

(Photo source: Veer Gallery)

Not only that, ASMR can also be used for psychological treatment. Currently, ASMR has been used in the clinical treatment of depression, stress, insomnia and chronic pain. In daily life and work, we can use the spontaneous sensory meridian response (ASMR) brought by these videos to serve us in a timely manner, for example:

Relieve stress and anxiety: ASMR brought by videos can induce a sense of pleasure and relaxation in the body, which helps relieve stress and anxiety. For example, we can listen to some ASMR audio before going to bed, such as light music, white noise, etc., to help relax the body and mind, alleviate sleep problems, speed up falling asleep, and improve sleep quality.

Listen to music

(Photo source: Veer Gallery)

Improve mood: ASMR can cause physical and psychological pleasure, which helps improve mood. When we have more negative emotions or are excited or nervous, watching some simple repetitive work videos may help us calm down.

Application in psychological counseling and therapy: Because ASMR can induce positive emotions of happiness and relaxation in people, some psychologists have begun to use it as a family treatment for depression, stress and chronic pain. Some clinical psychologists have introduced ASMR elements into mindfulness therapy.

Counselling and therapy

(Photo source: Veer Gallery)

On the other hand, we must also note that ASMR is not all positive . It may also interfere with an individual's executive and control functions, causing us to give up, "forget it", "let's talk about it tomorrow", "definitely next time", etc. When we are performing work or life situations that require a high degree of cognitive control, such as "exam review" or "meeting deadlines", we should also try to avoid exposure to stimuli that can trigger ASMR.

Simply put, ASMR is a good helper to help us relieve stress, but don’t let your addiction to ASMR ruin your life!

(Photo source: Veer Gallery)

References:

【1】Yu Guoming, Xiu Lichao, Wei Liaoliao, Liu Danjia, Xia Danting. (2019). The communication effect of ASMR advertising: from the perspective of cognitive neuroscience. Frontiers of Chinese Psychology, 1(10), 772-778.

【2】Wang Xieshun, Yang Xinyue, & Su Yanjie. (2021). The causes of tingling sensation and positive emotions in spontaneous perceptual meridian reactions. Psychological Exploration, 41(2), 115-122.

【3】Barratt, EL, & Davis, NJ (2015). Autonomous sensory meridian response(ASMR): A flow-like mental state. Peerj, 3, e851.

【4】Janik McErlean, AB, & Banissy, MJ (2017). Assessing individual variation in personality and empathy traits in self - reported autonomous sensory meridian response. Multisensory Research, 30(6), 601-613.

【5】Kovacevich, A., & Huron, D. (2018). Two studies of autonomous sensory meridian response (ASMR) : The relationship between ASMR and music-induced frisson. Empirical Musicology Review, 13(1- 2), 39-63.

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