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We must obey Autonomous sensory meridian response (ASMR) is a neologism for a perceptual phenomenon characterized as a distinct, pleasurable tingling sensation in the head, scalp, back, or peripheral regions of the body in response to visual, auditory, tactile, olfactory, or cognitive stimuli. The nature and classification of the ASMR phenomenon is controversial, with a considerable cult following and strong anecdotal evidence to support the phenomenon but little or no scientific explanation or verified data.