Aim: The framework of this research is to examine the effects of autonomous sensory meridian
responses (ASMRs) sensory/impulse circularity, psychological infrastructure, and the effects of
brand advertisements using this technique on consumer behaviors and physiological outcomes such
as product attitude, purchase intention, advertisement taste, and perceived visual advertisement
esthetics. Materials and Methods: Mixed research method was used in the study, which consisted
of consumers with high depressive mood and anxiety level (experimental group) and consumers with
low depressive mood and anxiety level (control group). Electrodermal activity measurement and
facial reading (facial coding) analysis are two specific neuromarketing research techniques utilized
in this research. In addition, consumer attitude scales and psychological scales were employed.
Results: According to the results obtained from the findings of the study, the physiological and
attitudinal effects of ASMR advertisements do not show significant differences between the
experimental and control groups. This is due to the fact that ASMR varies from person to person
and has an atypical physiological pattern. Conclusion: The fact that ASMR is an ambiguous and
contradictory experience with different physiological profiles due to factors such as causality,
connectivity and relativity is consistent with the findings of this research.