Acknowledging firms’ difficulties of doing business in an ever-changing and demanding market, the study aimed to seek for better ways to help companies connect with consumers more effectively with little disturbance caused. Given the objective of searching for solutions to gain consumers attention and build relationships meaningfully, connecting with consumers on a personal level is more effective to win their hearts and pockets as compared to forcing brand value message into their minds. Hence, driving purchase intention by inducing psychological ownership via ASMR was chosen by this study as a way to cut through unpleasant clutter of advertisement and push-marketing campaigns. ASMR is a tingling, intimate and relaxing experience generated from sensory stimuli while psychological ownership is a construct which has been reported to elicit perceived ownership for an object by fulfilling consumers’ motives and travelling down routes such as control, intimacy or investment of self. The study used the evolving theories of both psychological ownership and ASMR to find the connection between the two construct, and its ability to create higher product demand. The results indicated that intimacy and sense of home mediates the relationship between ASMR and psychological ownership, which consequently lead to a higher purchase intention. Besides, regulatory focus was also found to have a moderating effect on intimacy, and sense of home towards psychological ownership.

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