Why Is ASMR So Satisfying To Some And Irritating To Others Brain Response Explained

For millions of people, the soft whispering, rhythmic tapping, or gentle crinkling in an ASMR video sends waves of calm through the body—often described as a \"tingling\" sensation starting at the scalp and moving down the spine. Yet for others, the same sounds provoke discomfort, irritation, or even anger. The divide is stark: while one person finds deep relaxation, another might feel their skin crawl. What explains this stark contrast in experience? The answer lies not in preference alone, but in neurobiology—how our brains are wired to process sensory stimuli, emotional cues, and social signals differently.

ASMR, or Autonomous Sensory Meridian Response, has gained massive popularity over the past decade, with creators producing hours of content designed to trigger these pleasurable physical sensations. But despite its widespread appeal, a significant portion of the population remains unaffected—or worse, actively repelled. To understand why, we need to explore the brain’s role in interpreting sound, touch, and intimacy, and how individual differences in neural connectivity and psychological predisposition shape our reactions.

The Neuroscience of ASMR: How the Brain Responds to Triggers

Functional MRI studies have begun to uncover what happens in the brain during an ASMR experience. When someone feels the characteristic tingles, researchers observe increased activity in regions associated with emotion, empathy, and the brain's reward system. Specifically, the medial prefrontal cortex (mPFC), which plays a key role in social bonding and self-referential thought, shows heightened activation. This area is also engaged during experiences involving trust, care, and close personal attention—such as a friend brushing your hair or a doctor gently examining your ears.

Simultaneously, the default mode network (DMN), responsible for mind-wandering and introspection, becomes more synchronized. This pattern mirrors what occurs during meditation or deep relaxation, suggesting that ASMR may naturally induce a state akin to mindfulness. Dopamine and serotonin levels may also rise, contributing to feelings of well-being and reduced anxiety.

However, not all brains respond this way. For those who dislike ASMR, the same auditory cues—like whispering or fingernail tapping—can activate the amygdala, the brain’s threat-detection center. This can trigger mild stress responses, such as increased heart rate or muscle tension, especially if the sounds resemble unwanted proximity or invasion of personal space. In essence, where one person perceives nurturing intimacy, another may interpret it as intrusive or unsettling.

Tip: If ASMR irritates you, try reframing the context—listen in a neutral setting without expecting a physical response. Sometimes, reducing performance pressure helps reduce aversion.

Individual Differences in Sensory Processing

One of the most compelling explanations for divergent ASMR reactions lies in sensory processing sensitivity (SPS). People high in SPS tend to process sensory data more deeply and are more affected by environmental stimuli. They’re often more empathetic, emotionally responsive, and attuned to subtle social cues—all traits commonly reported among ASMR experiencers.

Conversely, individuals with lower sensory sensitivity may not register the nuances of ASMR triggers. To them, whispering might just sound like muffled speech, and tapping might seem monotonous rather than rhythmic. Their brains don’t assign emotional significance to these sounds, making the experience underwhelming or even annoying.

There’s also emerging evidence linking ASMR responsiveness to synesthesia-like cross-wiring in the brain. Some researchers suggest that ASMR may involve unusual connections between auditory and somatosensory cortices—so hearing a soft sound literally produces a sensation on the skin. This could explain the physical nature of the “tingles.” Not everyone has this neural bridging, which may be why the phenomenon isn’t universal.

Psychological and Emotional Conditioning

Our past experiences shape how we interpret sensory input. For many, ASMR triggers are linked to positive memories—being read to as a child, receiving a haircut, or having a parent soothe them at bedtime. These associations prime the brain to respond positively when similar sounds are encountered in ASMR videos.

But for others, the same stimuli might evoke negative memories. A whisper could remind someone of gossip or secrecy; gentle touching sounds might recall medical procedures or uncomfortable personal interactions. The brain doesn’t distinguish between real and imagined intimacy—it reacts based on emotional memory.

“ASMR taps into primal circuits of caregiving and safety. Whether it feels comforting or creepy depends on how your brain maps those early relational experiences.” — Dr. Craig Richard, Biologist and Founder of ASMR University

The Role of Expectation and Openness to Experience

Personality traits also play a role. Studies show that people who report experiencing ASMR tend to score higher on the personality dimension of “openness to experience,” particularly in facets like aesthetic appreciation and fantasy proneness. These individuals are more likely to engage deeply with sensory-rich content and allow themselves to be immersed.

Expectation matters too. Knowing that ASMR is supposed to feel relaxing can create a placebo-like effect, priming the brain to generate the tingles. Conversely, skepticism or resistance—especially if someone has already labeled ASMR as “weird” or “creepy”—can block any potential response. The brain filters out stimuli it deems irrelevant or threatening, effectively shutting down the pathway to relaxation.

Why Whispering and Tapping Trigger Such Strong Reactions

ASMR content often relies on specific auditory triggers: soft speech, page turning, tapping, brushing, or personal attention cues like “I’m here to help you relax.” These sounds are typically quiet, repetitive, and non-threatening—qualities that signal safety in evolutionary terms. In ancestral environments, loud, sudden noises signaled danger, while soft, rhythmic sounds (like a mother’s lullaby or steady breathing) indicated security.

Modern ASMR leverages this hardwired preference. The brain interprets low-volume, close-microphone audio as intimate and safe, prompting a parasympathetic nervous system response—the “rest and digest” mode. Heart rate slows, muscles relax, and attention narrows, mimicking the state before sleep.

Yet for some, this closeness feels inappropriate. The lack of visual context in audio-only triggers can make the interaction feel ambiguous or boundary-crossing. Without seeing the person, the brain struggles to categorize the relationship—is this a friend? A stranger? A therapist? That uncertainty can generate unease, especially in individuals prone to social anxiety.

ASMR Aversion: When Tingling Turns to Cringing

The opposite of ASMR isn’t just indifference—it can be active discomfort. Misophonia, a condition characterized by strong emotional reactions to specific sounds (like chewing or breathing), shares neurological overlap with ASMR aversion. Both involve hyperactivation of the anterior insular cortex, which integrates sensory input with emotional meaning.

In misophonia, ordinary sounds become intolerable because they’re tied to intense feelings of anger or disgust. Similarly, some people find ASMR triggers grating because their brains assign negative valence to intimate or repetitive sounds. This isn’t about being “too sensitive”—it’s about how the brain categorizes and prioritizes sensory information.

A 2020 study published in *Scientific Reports* found that while 65% of participants experienced positive effects from ASMR, 15% reported feeling irritated or anxious. The remaining 20% felt nothing at all. This distribution underscores that ASMR is not a universal phenomenon, but a highly individualized one.

Response Type	Brain Activity	Common Triggers	Emotional Outcome
Positive (ASMR)	↑ mPFC, ↑ DMN, ↑ reward centers	Whispering, tapping, personal attention	Relaxation, tingles, calm
Negative (Aversion)	↑ Amygdala, ↑ Insula	Soft speaking, breathing, close sounds	Irritation, anxiety, discomfort
No Response	No significant activation	All common triggers	Neutral, unimpressed

How to Explore ASMR Responsively—Even If You're Skeptical

If you’ve tried ASMR and hated it, that doesn’t mean you never will. Likewise, if you’ve never felt the tingles, it doesn’t mean your brain isn’t capable. Like learning to appreciate bitter foods or abstract art, ASMR sensitivity can develop with exposure and mindset shifts.

1. Start with non-intimate triggers: Try nature sounds, keyboard typing, or object-focused videos without personal attention.
2. Listen at low volume: High volume can feel invasive. Use headphones at a comfortable level.
3. Watch in a relaxed state: Don’t force it. Let your mind wander instead of focusing on “getting” the response.
4. Vary the content: Explore different creators and styles—some use humor, others focus on realism.
5. Pair with routine activities: Listen while journaling, stretching, or preparing for sleep to build positive associations.

Mini Case Study: From Irritation to Acceptance

Sarah, a 34-year-old graphic designer, initially found ASMR videos “creepy” and overly intimate. The whispering made her uneasy, and she avoided any content with roleplay. After struggling with insomnia, she decided to revisit ASMR with a different approach. She chose a video featuring only the sound of rain and pencil sketching—no voices, no eye contact. To her surprise, she felt her shoulders relax. Over time, she gradually introduced softer sounds and now uses tapping videos to transition into sleep. “It wasn’t the whispering I needed,” she said. “It was the rhythm. Once I separated the trigger from the context, it worked.”

Expert Insight: Bridging the Gap Between Pleasure and Discomfort

Dr. Giulia Poerio, a psychologist who has conducted extensive research on ASMR at the University of Sheffield, emphasizes that the experience is deeply subjective. “We’re not just hearing sounds—we’re interpreting them through layers of personal history, emotional regulation, and neurocognitive wiring,” she explains.

“ASMR isn’t magic. It’s the brain’s way of responding to cues of safety and care. But if those cues feel fake, forced, or threatening, the system doesn’t switch on—it shuts down.” — Dr. Giulia Poerio, Cognitive Psychologist

This insight highlights that both the appeal and aversion to ASMR are valid. Neither response is “wrong.” Instead, they reflect how finely tuned our brains are to social nuance and sensory detail.

Frequently Asked Questions

Can you train yourself to enjoy ASMR?

Yes, to some extent. While not everyone will experience tingles, repeated exposure in a low-pressure environment can increase tolerance and even foster relaxation. Starting with non-vocal triggers (like tapping or nature sounds) often helps skeptics ease into the experience.

Is disliking ASMR a sign of a sensory disorder?

Not necessarily. Many people who dislike ASMR do not have misophonia or sensory processing disorders. It may simply reflect personality, past experiences, or neural wiring. However, if certain sounds consistently provoke anger or panic, consulting a specialist may be beneficial.

Why do some ASMR videos include roleplay scenarios?

Roleplays—such as spa treatments, medical exams, or haircuts—simulate real-life situations where people often feel cared for and relaxed. These scenarios provide context that enhances the brain’s ability to interpret sounds as safe and nurturing, increasing the likelihood of a response.

Conclusion: Respecting the Spectrum of Sensory Experience

ASMR’s polarizing nature reveals something profound about human perception: we don’t all experience the world the same way. What brings deep comfort to one person can unsettle another, not because of weakness or overreaction, but because of fundamental differences in brain function and life history. Understanding this helps us move beyond judgment—whether it’s dismissing ASMR as “weird” or shaming those who don’t respond to it.

Whether you’re a longtime enthusiast or someone who cringes at the first whisper, your reaction is rooted in real neuroscience. The goal isn’t to convert everyone into ASMR lovers, but to recognize that sensory diversity is natural. By respecting these differences, we foster greater empathy—not just for how people relax, but for how they perceive the world.

🚀 Curious about your own response? Try a 10-minute ASMR session tonight—choose a non-verbal trigger, get comfortable, and observe without expectation. Share your experience in the comments and help others understand the spectrum of sensory reactions.