In the video below, a young woman picks up a brown leather wallet, rubs it between her hands, then shakes it. The zipper pull trembles against the rows of linking teeth with a tinny sound. These sounds and sights have one goal: to make the viewer feel "tingles."
This reaction is called ASMR, or autonomous sensory meridian response. The sensation is usually described as electrostatic-like tingles that travel across the scalp and back of the neck, occasionally extending to additional areas of the body. They occur in response to certain triggers—usually sounds and images, but sometimes touch as well.
Videos like the one above have exploded in popularity on YouTube over the past few years, as have online communities on Reddit and other social media, where people create videos, share triggers, and commune over the unusual sensations. Some have more than 100,000 members [PDF]. But while hundreds of thousands of people claim to have ASMR, science has only begun to investigate the phenomenon. Here's what we know so far.
1. THE TERM ASMR IS LESS THAN A DECADE OLD.
It was coined by Jennifer Allen, the creator of the first ASMR Facebook group, in 2010. As Vice reported in 2012:
“Autonomous” refers to the “individualistic nature of the triggers, and the capacity in many to facilitate or completely create the sensation at will,” Jenn told me in an email. “Sensory” and “response” are fairly obvious, and “meridian,” Jenn said, is a more polite term for “orgasm.”
She further clarified in 2016, "I wanted to use a word that would replace the word 'orgasm,' and referenced the dictionary definition, for which entries included the noun form, 'a point or period of highest development, greatest prosperity, or the like.'"
Allen isn't a scientist—she's a cybersecurity expert who has played a pivotal role in the organization of online ASMR communities for the last decade, and is a founder of ASMR University. Other names people use to refer to ASMR include “head tingles,” “brain tingles,” and “brain orgasm.” The experience is portrayed as pleasant without being sexual, and as accompanied by feelings of relaxation and well-being.
“My favorite way to describe it,” one popular "ASMRist" says, “is when you get that negative, horrible feeling of nails down a chalkboard—ASMR is the complete opposite."
2. ASMR HAS MANY TRIGGERS.
ASMR triggers are likely as varied as the individuals experiencing "the tingles," but there are recurrent themes. Soft, calm whispering, slow hand motions, and sounds made by objects are frequent triggers. A recent study found that sounds were more critical to having an ASMR response than sights, but it's not just any sounds—background music, for instance, prevented many viewers from experiencing tingles.
Many ASMR videos are centered on handling objects in a very deliberate and focused manner. Favorites include unhurriedly folding towels, unpacking mail, or sorting baseball cards. Personal care and close attention are common themes: Some of the most watched ASMR videos include role-playing situations, in which the host simulates the act of giving a haircut, a beauty treatment, or a health checkup to the viewer.
3. PEOPLE DON'T NEED VIDEOS TO GET THE TINGLES.
The experience is not restricted to watching videos, though. "Soft voices are something that's very triggering for people with ASMR, as is whispering, or any socially intimate—not sexually intimate—acts," says Beverly Fredborg, author of two influential studies on ASMR at the University of Winnipeg. Many people experience the tingles for the first time in real life while feeling cared for by somebody kind and attentive, or while getting a manicure or foot massage: "They'll feel warm, and they'll feel calm and at peace, while they are experiencing these stimuli."
The Whisperlodge spa, in New York City, offers “an immersive sensory journey of live ASMR” in which customers are lightly touched with brushes or gentle steam, and lay down while people whisper in their ears. People seem to have a range of sensitivity, with the least sensitive people feeling ASMR only when they're being physically cared for in some way, while the most sensitive feel tingly from audio and visual cues alone.
4. THOSE WHO GET ASMR MAY BE MORE OPEN TO NEW EXPERIENCES …
The number of people among the general population who are what researchers call "ASMR-capable" is currently unknown, but research has started to produce some tantalizing clues about those who are. A 2017 study found that individuals who said they experienced ASMR had higher levels of openness-to-experience and neuroticism on the "big five" personality traits test (a standard metric of mental health used by psychologists) than those who do not—and the higher their scores, the more intense their ASMR responses were.
5. … AND THEIR BRAINS MAY BE WIRED DIFFERENTLY.
Another 2017 study used fMRI to scan the brains of 11 ASMR-capable participants and 11 non-ASMR-capable controls. The researchers found that people with ASMR had reduced functional connectivity between the frontal lobes—where much of our complex thought occurs—and sensory regions of the brain. But they had greater connectivity in some cortical regions that take part in executive control (goal-oriented behavior that relies on cognitive processes such as working memory) and resting state networks (the brain regions that are active by default, when we’re not trying to accomplish an explicit task). The scientists hypothesized that this “blending” of neural networks could give rise to the sensations that people experience during ASMR.
6. IF CERTAIN SOUNDS BOTHER YOU, YOU MAY HAVE ASMR.
Mouth sounds such as clicking, kissing, and eating are some of the most divisive triggers: They can induce strong ASMR in some people and an intense negative response in others. Some investigators have proposed that ASMR and misophonia, where triggering sounds cause anger and aversion, are the two extremes of the same sensory continuum. A 2018 study found that 50 percent of people suffering from misophonia also experience ASMR.
7. ASMR ISN'T THE SAME THING AS THE CHILLS YOU CAN GET FROM LISTENING TO MUSIC ...
It shares some characteristics with frisson (the chills that some people feel when listening to great music) and flow (the complete absorption and altered passage of time that people can feel when they are immersed in an activity). It also overlaps with synesthesia (a condition where stimulation in one sensory modality produces a perception in another one, such as hearing shapes, or tasting colors). But there are important differences too. For example, while ASMR’s tingles occur in response to relaxing situations, frisson usually happens when listening to exciting, rousing music. And as Frebourg notes, frisson tends to course through the entire body for just a few moments, while ASMR is localized to the head and neck, and can last 30 minutes or longer.
8. … AND EVIDENCE IS MOUNTING THAT IT'S A UNIQUE PHENOMENON.
Because of its connections to other sensory experiences, ASMR has lacked scientific recognition as a distinct experience, but that is changing. One 2018 study found that ASMR increased pleasurable feelings (such as tingles) in those who experienced it and reduced their heart rate. In contrast, frisson is known to produce higher heart rates.
9. ADVERTISERS WANT TO USE ASMR TO SELL YOU STUFF …
ASMR has gotten the attention of some food and drink advertisers, who are beginning to use recording and mixing technology to emphasize sounds—such as the crinkling of packages, or even an actor’s noisy chewing—that would normally be edited out from commercial ads. In 2016, KFC released a video in which actor George Hamilton, dressed as Colonel Sanders, folded handkerchiefs into pocket squares and noisily chomped on fried chicken, hitting two ASMR favorites at once.
The brand’s chief marketing officer, Kevin Hochman, told the Washington Post: “This is a community that is absolutely infatuated and enthusiastic about the sensorial experience of sound. ... To me, it makes a lot of sense, why we would at least try to enter this space in a small way. There’s a lot of comfort that’s associated with ASMR, and that’s what our food delivers.”
10. … AND ARTISTS ARE USING IT TO HEIGHTEN YOUR RESPONSE.
ASMR could make going to the movies a richer experience. In the 2017 movie Battle of the Sexes, directors Valerie Faris and Jonathan Dayton designed one of the scenes, set in a hair salon, to provoke ASMR. “People work to make videos that elicit this response,” Dayton told Fast Company, “and we were wondering, ‘Could we get that response in a theater full of people?'” (Anecdotal reports suggest it worked.)
Some ASMRtists have started to explored the potential of the tingles in erotica, and others are mixing customary triggers with horror and gore content to generate even greater shivers down viewers’ spines. "There's absolutely a subset of video creators doing more quirky and strange, experimental stuff," ASMR horror star Phoenician Sailor said in a 2016 Motherboard interview. "I really like that people are trying out the crazier things. There's only so many ways you can tap on a piece of plastic.”
11. BOB ROSS IS AN ASMR FAVORITE.
All the characteristics The Joy of Painting host was famous for—soothing voice, calm actions, a gentle affect, the tap-tap-tap sound he made on the canvas as he painted his "happy little trees"—make him a natural ASMR star. As one Redditer recently noted, the 19th most popular post on the Reddit ASMR channel is an announcement from 2016 that Bob Ross videos were going to be livestreamed for nine days straight.
No matter where private or government space travel may take us in the future, NASA astronaut Neil Armstrong (1930-2012) will forever have a place as the first human to ever set foot on solid ground outside of our atmosphere. Taking “one small step” onto the Moon on July 20, 1969, he inspired generations of ambitious people to reach for the stars in their own lives. On the 50th anniversary of Apollo 11, we're taking a look back at the life of this American hero.
1. Neil Armstrong knew how to fly before he got a driver's license.
NASA/Hulton Archive/Getty Images
Born August 5, 1930 in Wapakoneta, Ohio, Armstrong became preoccupied with aviation early on. At around age 6, his father took him on a ride in a Ford Trimotor airplane, one of the most popular airplanes in the world. By age 15, he had accumulated enough flying lessons to command a cockpit, reportedly before he ever earned his driver’s license. During the Korean War, Armstrong flew 78 combat missions before moving on to the National Advisory Committee for Aeronautics (NACA), the precursor to NASA.
2. Neil Armstrong's famous quote was misheard back on Earth.
When Armstrong and Buzz Aldrin touched down on the Moon, hundreds of millions of television viewers were riveted. Armstrong could be heard saying, “That’s one small step for man, one giant leap for mankind.” But that’s not exactly what he said. According to the astronaut, he was fairly sure he stated, “That’s one small step for a man, one giant leap for mankind.” The “a” may have broken up on transmission or it may have been obscured as a result of his speaking patterns. (According to First Man: The Life of Neil A. Armstrong, Armstrong said, “I’m not particularly articulate. Perhaps it was a suppressed sound that didn’t get picked up by the voice mike. As I have listened to it, it doesn’t sound like there was time for the word to be there. On the other hand, I think that reasonable people will realize that I didn’t intentionally make an inane statement, and certainly the ‘a’ was intended, because that’s the only way the statement makes any sense. So I would hope that history would grant me leeway for dropping the syllable and understand that it was certainly intended, even if it wasn’t said—although it actually might have been.”) Armstrong claimed the statement was spontaneous, but his brother and others have claimed he had written it down prior to the mission.
3. We don't have a really good picture of Neil Armstrong on the Moon.
NASA/Hulton Archive/Getty Images
One of the most celebrated human achievements of the 20th century came at a time when video and still cameras were readily available—yet there are precious few images of Armstrong actually walking on the surface of the Moon. (One of the most iconic shots, above, is Aldrin; Armstrong only appears as a reflection in his helmet.) The reason, according to Armstrong, is that he really didn’t care and didn’t think to ask Aldrin to snap some photos. “I don't think Buzz had any reason to take my picture, and it never occurred to me that he should,” Armstrong told his biographer, James R. Hansen. “I have always said that Buzz was the far more photogenic of the crew."
4. A door hinge may have made all the difference to the Apollo 11 mission.
Theories abound as to why it was Armstrong and not Buzz Aldrin who first set foot on the Moon. (On the Gemini missions, the co-pilot did the spacewalks, while the commander stayed in the craft. For Apollo 11, Armstrong was the commander.) The answer may have been the simple logistics of getting out of their lunar module. The exit had a right hinge that opened inwardly, with the man sitting on the left (Armstrong) having the most unobstructed path to the outside. Aldrin would have essentially had to climb over Armstrong to get out first.
5. Neil Armstrong was more concerned about landing on the Moon than he was walking on it.
NASA/Hulton Archive/Getty Images
The romantic notion of a human stepping foot on space soil captured imaginations, but for Armstrong, it was getting there in one piece that was the real accomplishment. The lunar module Armstrong controlled had to be brought down on the Moon’s surface from 50,000 feet up, avoiding rocks, craters, and other obstacles as it jockeyed into a position for landing. Because there is no air resistance, nothing could slow their descent, and they used thrusters to guide the craft down. That meant there was only enough fuel to attempt it once. The “business” of getting down the ladder was, in Armstrong’s view, less significant.
6. Neil Armstrong was carrying a bag worth $1.8 million.
When Armstrong surveyed the surface of the Moon, he collected a bag of dust for NASA scientists to examine. Apollo moon samples are illegal to buy or sell, but that apparently wasn't the case with the “lunar collection bag” Armstrong used to hold the samples. In 2015, the bag was purchased by Chicago resident Nancy Lee Carlson from a government auction site for $995. But its sale was, apparently, an accident: When Carlson sent the bag to NASA to confirm its authenticity, NASA said it was their property and refused to send it back—so Carlson took the agency to court. A judge ruled it belonged to Carlson, and in 2017, she sold the bag for a whopping $1.8 million at a Sotheby’s auction.
7. Neil Armstrong and his fellow Apollo 11 astronauts had to spend three weeks in quarantine.
NASA/Hulton Archive/Getty Images
When Armstrong, Aldrin, and Michael Collins (who remained behind in the command module while the other two touched down on the Moon) returned to Earth and were fetched by the USS Hornet, they got a king’s welcome. The only asterisk: They had to bask in their newfound fame from inside a sealed chamber. All three men were quarantined for three weeks in the event they had picked up any strange space virus. When President Richard Nixon visited, he greeted them through the chamber’s glass window.
8. Neil Armstrong's space suit was made by Playtex.
Yes, the undergarment people. In the early 1960s, NASA doled out contract work for their space suits to government suppliers, but it was Playtex (or more properly the International Latex Corporation) and their understanding of fabrics and seams that led to NASA awarding them responsibility for the Apollo mission suits. Their A7L suit was what Armstrong wore to insulate himself against the harsh void of space when he made his famous touchdown. The astronaut called it “reliable” and even “cuddly.”
9. Neil Armstrong became a university professor.
Following his retirement from NASA in 1971, Armstrong was reticent to remain in the public eye. Demands for his time were everywhere, and he had little ambition to become a walking oral history of his singular achievement. Instead, he accepted a job as a professor of engineering at the University of Cincinnati and remained on the faculty for eight years.
10. Neil Armstrong once sued Hallmark.
Hallmark was forced to defend itself when Armstrong took issue with the company using his name and likeness without permission for a 1994 Christmas ornament. The bulb depicted Armstrong and came with a sound chip that said phrases like, “The Eagle has landed.” The two parties came to an undisclosed but “substantial” settlement in 1995, which was, according to First Man, donated to Purdue University (minus legal fees).
11. Neil Armstrong was a Chrysler pitchman.
Armstrong’s preference to lead a private life continued over the decades, but he did make one notable exception. For a 1979 Super Bowl commercial spot, Armstrong agreed to appear on camera endorsing Chrysler automobiles. Armstrong said he did it because he wanted the struggling U.S. car maker to improve their sales and continue contributing to the domestic economy. The ads never mentioned Armstrong was an astronaut.
Argentinian heart surgeon René Favaloro is the subject of today’s Google Doodle, which features a sketched portrait of the doctor along with an anatomical heart and several medical tools, The Independentreports.
The renowned doctor was born on this day in 1923 in La Plata, the capital of Argentina’s Buenos Aires province, and pursued a degree in medicine at La Plata University. After 12 years as a doctor in La Pampa, where he established the area’s first mobile blood bank, trained nurses, and built his own operating room, Favaloro relocated to the U.S. to specialize in thoracic surgery at the Cleveland Clinic.
In 1967, Favaloro performed coronary bypass surgery on a 51-year-old woman whose right coronary artery was blocked, restricting blood flow to her heart. Coronary bypass surgery involves taking a healthy vein from elsewhere in the body (in this case, Favaloro borrowed from the patient’s leg, but you can also use a vein from the arm or chest), and using it to channel the blood from the artery to the heart, bypassing the blockage. According to the Mayo Clinic, it doesn’t cure whatever heart disease that caused the blocked artery, but it can relieve symptoms like chest pain and shortness of breath, and it gives patients time to make other lifestyle changes to further manage their disease.
Favaloro wasn’t keen on being called the “father” of coronary bypass surgery, but his work brought the procedure to the forefront of the clinical field. He moved back to Argentina in 1971 and launched the Favaloro Foundation to train surgeons and treat a variety of patients from diverse economic backgrounds.
Favaloro died by suicide on July 29, 2000, at the age of 77, by a gunshot wound to the chest. His wife had died several years prior, and his foundation had fallen deeply into debt, which Argentinian hospitals and medical centers declined to help pay, The New York Timesreported at the time.
“As a surgeon, Dr. Favaloro will be remembered for his ingenuity and imagination,” his colleague Dr. Denton A. Cooley wrote in a tribute shortly after Favaloro’s death. “But as a man ... he will be remembered for his compassion and selflessness.” Today would have been his 96th birthday.