<ul><li>Exposure to terrifying acts, or even the anticipation of those acts, can stimulate us</li><li>Fright can trigger the release of adrenaline, resulting in heightened sensations and surging energy</li><li>Another reason we seek horror is to gain novel experiences</li><li>Being adventurous in this way makes us feel more worldly or daring</li><li>Horror entrainment may help us (safely) satisfy our curiosity about the dark side of human psyche.</li></ul>

Why do we consume horror in the first place?

<ul><li>It's a catalyst for falling in love: Watching a horror movie together with a date may facilitate feelings of romance</li><li>Conduit for social bonding: Consuming horror in a group is a great way to bond and connect with our friends and family</li><li>Post-horror relaxation: While the experience allows for the post-pubertal release of oxytocin, which is often released when we are in frightening situations, it can also trigger a post-traumatic stress disorder </li></ul>The absence of any of these psychological protective frames in the moment reduces the preference for horror consumption.

Benefits of consuming horror

<img src="https://hbr.org/resources/images/article_assets/2021/10/A_Oct21_27_1273759717.jpg" width="630" height="354"><div class="caption" dir="ltr">
				HBR Staff/Getty Images/Volanthevist
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		Summary.&nbsp;&nbsp;&nbsp;
		Fear isn’t everyone’s cup of tea (or coffee). While some people would spend money for the love of a scare, many would run in the opposite direction. So why is it that some&nbsp;crave all kinds of frightening experiences?

One reason we consume horror is to experience...<button dir="ltr">more</button>
	</div><img src="https://hbr.org/resources/images/article_assets/2020/10/Ascend_Logo_2020_2x.png" alt="Ascend logo" width="105" height="25">Where your work meets your life. See more from Ascend <a href="https://hbr.org/insight-center/ascend" dir="ltr">here</a>.Some people LOVE to consume horror. From popular shows like American Horror Story and The Walking Dead to haunted theme parks and scary Steven King novels, we crave all kinds of frightening experiences.At the same time, fear is not exactly a positive emotion. Lying in bed and binging on <a href="https://www.imdb.com/title/tt1396484/" dir="ltr">It</a> and <a href="https://www.imdb.com/title/tt7349950" dir="ltr">It Chapter Two</a>, trembling as the darkness pushes in around us — this is not a feeling we would describe as pleasant. Then, what is it about horror that humans are so drawn to? Moreover, why are some of us willing to spend our hard-earned money on a scare while others go great lengths to avoid it?These are the questions that led&nbsp;us to <a href="https://academic.oup.com/jcr/advance-article-abstract/doi/10.1093/jcr/ucab024/6261767?redirectedFrom=fulltext" dir="ltr">investigate</a> the booming global horror industry. What better time to share our findings than now, the spookiest time of year?<h2>Why do we consume horror in the first place?</h2>One reason we consume horror is to experience stimulation. Exposure to terrifying acts, or even the <a href="https://psycnet.apa.org/record/1996-97878-002" dir="ltr">anticipation</a> of those acts, can stimulate us — both mentally and physically — in opposing ways: negatively (in the form of fear or anxiety) or positively (in the form of excitement or joy). For instance, watching a horror video <a href="https://doi.org/10.1086/519498" dir="ltr">simultaneously</a> activates both types of stimulation, with the most pleasure experienced at the most fearful moment. The biochemical inside our bodies also changes when we consume horror. Fright can trigger the release of <a href="https://www.tandfonline.com/doi/abs/10.1080/026999399379320" dir="ltr">adrenaline</a>, resulting in heightened sensations and surging energy.Another reason we seek horror is to gain novel experiences. Apocalypse horror films, for example, allow us to live out alternative realities — from zombie outbreaks to alien infestations. Some novel experiences can even contribute to our sense of <a href="https://academic.oup.com/jcr/article/37/6/935/1868983" dir="ltr">accomplishment</a>, like visiting a notorious haunted house. Being adventurous in this way&nbsp;makes us feel more worldly or daring (not to mention grants us bragging rights).Lastly, horror entrainment may help us (safely) satisfy our curiosity about the dark side of human psyche. After all, in real life, we might not have the opportunity to get to know a <a href="https://hannibal.fandom.com/wiki/Hannibal_Lecter" dir="ltr">Hannibal Lecter</a> or wander the streets during <a href="https://www.cinemablend.com/news/2569741/how-purge-night-works-the-rules-and-other-facts-the-forever-purge" dir="ltr">The Purge</a>. As an inherently curious species, many of us are fascinated by what our own kind is capable of. Observing storylines in which actors must confront the worst parts of themselves serves as a pseudo character study of the darkest parts of the human condition.&nbsp;<h2>When can we derive pleasure from consuming horror?&nbsp;</h2>Research suggests that we must possess a psychological “<a href="https://www.amazon.com/Dangerous-Edge-Psychology-Michael-Apter/dp/0029007658" dir="ltr">protective frame</a>”&nbsp;to be able to derive pleasure from being horrified. There are three different categories of such frames.1) We need to believe that we are physically safe — a safety frame. For example, although the evil entity in a movie might be committing terrifying acts in front of our eyes, we can derive pleasure from the horror as long as we believe that the evil entity is physically distant from us and hence cannot cause harm to us. If, however, we start to believe that the evil entity is coming out of the screen to hurt us, then the experience will no longer be fun.2) The second category of protective frame involves <a href="https://academic.oup.com/jcr/article-abstract/34/3/283/1798846" dir="ltr">detachment</a> — whether we can psychologically detach from a horror experience. When we see a psychotic murderer chasing down a bloodied victim in a film, we can activate psychological detachment by reminding ourselves that they are just actors, and great acting is what is happening on the screen.3) The third category of protective frame involves our confidence in controlling and managing the dangers we encounter. If we visit a haunted house, for instance, and a realistic-looking, blood-thirsty zombie charges at us, we can still derive pleasure from the encounter if we feel confident about overcoming the danger. (“We can easily outrun that slow zombie!”)<a href="https://www.amazon.com/Dangerous-Edge-Psychology-Michael-Apter/dp/0029007658" dir="ltr">Research</a> suggests that the absence of any of these psychological protective frames in the moment reduces the preference for horror consumption, which may explain why some people stay away from spooky movies, books, or events.<div>
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Some people spend $$$ to experience the thrill of a scare.

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Where your work meets your life. See more from Ascend <a href="https://hbr.org/insight-center/ascend">here </a>.

Some people LOVE to consume horror. From popular shows like American Horror Story and The Walking Dead to haunted theme parks and scary Steven King novels, we crave all kinds of frightening experiences.

At the same time, fear is not exactly a positive emotion. Lying in bed and binging on <a href="https://www.imdb.com/title/tt1396484/">It </a>and <a href="https://www.imdb.com/title/tt7349950">It Chapter Two </a>, trembling as the darkness pushes in around us — this is not a feeling we would describe as pleasant. Then, what is it about horror that humans are so drawn to? Moreover, why are some of us willing to spend our hard-earned money on a scare while others go great lengths to avoid it?

These are the questions that led us to <a href="https://academic.oup.com/jcr/advance-article-abstract/doi/10.1093/jcr/ucab024/6261767?redirectedFrom=fulltext">investigate </a>the booming global horror industry. What better time to share our findings than now, the spookiest time of year?

One reason we consume horror is to experience stimulation. Exposure to terrifying acts, or even the <a href="https://psycnet.apa.org/record/1996-97878-002">anticipation </a>of those acts, can stimulate us — both mentally and physically — in opposing ways: negatively (in the form of fear or anxiety) or positively (in the form of excitement or joy). For instance, watching a horror video <a href="https://doi.org/10.1086/519498">simultaneously </a>activates both types of stimulation, with the most pleasure experienced at the most fearful moment. The biochemical inside our bodies also changes when we consume horror. Fright can trigger the release of <a href="https://www.tandfonline.com/doi/abs/10.1080/026999399379320">adrenaline </a>, resulting in heightened sensations and surging energy.

Another reason we seek horror is to gain novel experiences. Apocalypse horror films, for example, allow us to live out alternative realities — from zombie outbreaks to alien infestations. Some novel experiences can even contribute to our sense of <a href="https://academic.oup.com/jcr/article/37/6/935/1868983">accomplishment </a>, like visiting a notorious haunted house. Being adventurous in this way makes us feel more worldly or daring (not to mention grants us bragging rights).

Lastly, horror entrainment may help us (safely) satisfy our curiosity about the dark side of human psyche. After all, in real life, we might not have the opportunity to get to know a <a href="https://hannibal.fandom.com/wiki/Hannibal_Lecter">Hannibal Lecter </a>or wander the streets during <a href="https://www.cinemablend.com/news/2569741/how-purge-night-works-the-rules-and-other-facts-the-forever-purge">The Purge </a>. As an inherently curious species, many of us are fascinated by what our own kind is capable of. Observing storylines in which actors must confront the worst parts of themselves serves as a pseudo character study of the darkest parts of the human condition.

When can we derive pleasure from consuming horror?

Research suggests that we must possess a psychological “<a href="https://www.amazon.com/Dangerous-Edge-Psychology-Michael-Apter/dp/0029007658">protective frame </a>” to be able to derive pleasure from being horrified. There are three different categories of such frames.

1) We need to believe that we are physically safe — a safety frame. For example, although the evil entity in a movie might be committing terrifying acts in front of our eyes, we can derive pleasure from the horror as long as we believe that the evil entity is physically distant from us and hence cannot cause harm to us. If, however, we start to believe that the evil entity is coming out of the screen to hurt us, then the experience will no longer be fun.

2) The second category of protective frame involves <a href="https://academic.oup.com/jcr/article-abstract/34/3/283/1798846">detachment </a>— whether we can psychologically detach from a horror experience. When we see a psychotic murderer chasing down a bloodied victim in a film, we can activate psychological detachment by reminding ourselves that they are just actors, and great acting is what is happening on the screen.

3) The third category of protective frame involves our confidence in controlling and managing the dangers we encounter. If we visit a haunted house, for instance, and a realistic-looking, blood-thirsty zombie charges at us, we can still derive pleasure from the encounter if we feel confident about overcoming the danger. (“We can easily outrun that slow zombie!”)

<a href="https://www.amazon.com/Dangerous-Edge-Psychology-Michael-Apter/dp/0029007658">Research </a>suggests that the absence of any of these psychological protective frames in the moment reduces the preference for horror consumption, which may explain why some people stay away from spooky movies, books, or events.

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