ASMR and Classical Music
An Exploratory Study on Neurophysiological and Psychological Effects of Audiovisual Stimuli
by Dr. Michael Bühler
A new way of looking at sound, music, and emotion – the beginning of a research journey
Classic Now, together with the Psychiatric University Hospital Zurich (Center for Depression, Anxiety Disorders and Burnout), has launched an innovative research project supported by an Innosuisse Innoscheck.
In this interdisciplinary study, we set out to explore how ASMR stimuli and classical music affect the brain and autonomic nervous system – and whether this combination could form the basis of a contemporary mediation format capable of improving mood or even supporting therapeutic processes.
To do this, we employed EEG and ECG measurements, qualitative interviews, and mood assessments. Participants were presented with a range of ASMR sounds as well as classical music – either purely auditory or in audiovisual form.
We will be sharing updates here: early observations, emerging scientific insights, and how different sound worlds may shape our emotional experience.
We look forward to taking you along on this journey – and invite you to follow the project with curiosity.
Behind the Scenes:
How Our Study Works
by Dr. Michael Bühler
For this research project, 15 participants were selected based on key sociodemographic characteristics such as age, gender, musical preferences, and sensory sensitivity.
In the laboratory of the Psychiatric University Hospital Zurich, participants were presented with randomized stimuli consisting of:
- 10 ASMR sounds – clustered from the 50 most-viewed YouTube videos (including whispering, brushing, rhythmic sounds).
ASMR (Autonomous Sensory Meridian Response) refers to a wave-like tingling or relaxation response, similar to goosebumps, triggered by soft sounds, gentle whispering, or visual cues while consuming the widely popular ASMR videos on social media. - Classical music – four single movements from different eras (Baroque, Classical, Romantic), varying in character and tempo, each presented either purely auditory or audiovisual. The selection of the works was based on their emotional characterization according to the two-dimensional circumplex model of affect (Russell, 1980). The audio files were technically standardized prior to presentation in order to eliminate unintended variability in loudness, dynamics, or sound quality.
All measurements were conducted in the laboratory of the Psychiatric University Hospital Zurich .
There, we simultaneously recorded EEG (64 channels measuring brain activity) and ECG (heart activity).
In parallel, we assessed emotional experience through questionnaires (multiple choice, Likert scales, and open-ended questions) administered before, during, and after each stimulus.
During data analysis, physiological measurements, quantitative questionnaire data, and qualitative comments were integrated to better understand how sound affects the body, the brain, and emotional states.
This preliminary study aims to provide initial scientific insights into whether combining ASMR sounds and classical music could form a promising preventive or therapeutic mediation format that warrants further investigation. In addition, a master’s thesis is being developed as part of the project.
When Sound Measurably Changes Mood:
Surprising Findings – Part 1: General Insights
by Dr. Michael Bühler
What happens when people sit in a neutral laboratory space and listen to sounds they have never heard before – or to familiar music that has accompanied them for years?
Our study shows: quite a lot .
- 71.4% of participants reported a noticeable change in their emotional state – and this in an environment that is anything but atmospheric. Sound seems to act more directly and powerfully on our emotional system than we typically assume.
- One finding stands out: the difference between purely auditory and audiovisual perception.
As soon as sound is paired with imagery, both physical and emotional responses increase sharply – in ASMR as well as in classical music.
With ASMR, audiovisual stimuli triggered tingling (a fine, goosebump-like sensation) far more often than auditory-only stimuli.
With classical music, 30% reported tingling during audiovisual presentations, compared with only 13.3% during purely auditory ones. - The age-related pattern is equally striking: Not a single participant over age 50 experienced ASMR tingling.
- At the same time, older participants reacted more strongly to classical music:
- 31.3% reported bodily sensations, compared with 18.2% among younger participants.
This may relate to lower emotional socialization toward ASMR-like sounds in older adults – or to the fact that ASMR stimuli often contain high frequencies that become harder to perceive with age. - A central neurophysiological finding concerns heart-rate variability (HRV):
Participants with high HRV , meaning a relaxed baseline state, reacted most intensely. They reported more frequent mood improvements, and HRV correlated positively with mood enhancement (r = 0.25; p < 0.08) .
In other words: the more relaxed you are, the more you feel . - Tingling sensations most commonly occurred on the head (30.4%), neck (13%), chest (13%), or hands (13%) , often on both sides or more strongly on the right side — a powerful reminder that sound is not only heard, but physically embodied .
- The key insight: relaxation is the key.
Our data show a clear correlation:
The more relaxed a person is beforehand (parasympathetic dominance), the more pleasant and intense their experience of ASMR and classical music .
This aligns with research on the vagus nerve and emotional sound processing (Park & Thayer, 2014).
Implication for future applications:
A short “reset” before listening – breathing exercises, visual calm, or gentle relaxation cues – could significantly amplify emotional impact .
But that was not all …
We’ll continue to share more as this fascinating research journey unfolds.
ASMR and Classical Music
Surprising Findings – Part 2
by Dr. Michael Bühler
Our current study shows impressively:
ASMR and classical music activate emotional and bodily experience in fundamentally different ways.
And it is precisely here that the most exciting insights emerge.
Some additional highlights:
ASMR polarizes.
The majority of participants described typical ASMR sounds (whispering, eating noises) as unpleasant or not relaxing – and yet 30.7% experienced the characteristic ASMR “tingling”, a subtle, goosebump-like sensation.
- The mode of delivery is crucial
Audiovisual ASMR stimuli triggered tingling significantly more often than purely auditory ones. Proximity, eye contact, and context appear to be key triggers. - ASMR has an effect – but an individual one
As already described by Barratt & Davis (2015), we also observed a general increase in mood – however, with extremely pronounced individual differences. - Not every sound is the same
While many classic ASMR triggers were perceived as irritating, gentle, tactile sounds (e.g. brushing the microphone) were far more likely to produce calming effects.
One possible explanation lies in similarities to so-called affective touch, which has a parasympathetic, regulating effect. - Age, gender, and the nervous system make a difference.
Women responded with greater emotional differentiation.
Men reported tingling more frequently.
Younger participants experienced ASMR more intensely.
Particularly striking: individuals with high heart rate variability (HRV) – indicating a relaxed baseline state – benefited significantly more.
Relaxation therefore enhances the effect of sound.
ASMR remains a fascinating, and partly enigmatic, phenomenon situated between sound, body, and social perception.
We will continue to explore this topic – and are pleased to take you along on this research journey.
Stiftung Classic Now
ASMR and Classical Music
Surprising Results – Part 3
by Dr. Michael Bühler
While ASMR is highly polarizing, classical music in our study shows a significantly more stable and pleasant response pattern.
Here as well, audiovisual presentations intensified physical reactions: 30% of participants experienced tingling when watching music videos – compared to 13.3% with purely auditory music.
These numbers are surprising – and suggest that the visual context may be a crucial part of the emotional experience.
In addition: The audiovisual presentation triggered the most pronounced tingling reactions – both in peak intensity and on average.
Tingling from classical music – almost as frequent as with ASMR
While 26.7% of participants experienced tingling with ASMR, the figure for classical music was still a remarkable 21.7%.
Interesting group differences
- Musicians find classical music more pleasant but experience tingling less frequently (16.7%) than non-musicians (22.9%).
Hypothesis: Musicians tend to listen more analytically, which may slightly “smooth out” emotional peaks. - Non-classical listeners experienced stronger and more frequent tingling responses to classical music (up to 27.3%) but rated the experience overall as less intensely pleasant.
This may be because regular classical listeners have higher expectations and experience music more deeply on an emotional level. - Older participants showed the highest tingling values (31.3%) – significantly stronger than younger participants (18.2%).
One possible reason may lie in decades of musical socialization, leading to deeper emotional resonance.
This shows that classical music – even for people who do not normally listen to it – can trigger profound bodily and emotional reactions.
Classical music therefore works not only cognitively or aesthetically, but also directly on a physiological level – similar to modern ASMR stimuli, but often more subtle and lasting.
And what conclusions can be drawn from all these surprising and exciting findings?
Stay tuned.
Classic Now Foundation