Consumer Behavior Discipline

Enjoying Horror Movies

Trailer

How Can Joy Lie in Fear?

What is Horror?

What is fear?

• Thalamus Amygdala Hypothalamus

• Fight-or-Flight Hormones Pleasure

•What is horro fiction•Horror movies•Consumption phenomena

Consumers:

• Who?

•What do they experience?

How do you feel?

42.11

35.53

25

0

5

10

15

20

25

30

35

40

45

Emtotion

Pe

rce

nta

ge

Afraid andhappy

Excited

Afraid (only)

• Why do they watch them?Why do you think you like horror movies?

46

37

28

0

510

1520

25

3035

4045

50

Reason

Per

cen

tag

e

Sense of Adventure

What if it were real?

Contrast: feel afraid safely

Hypothesis 1: One reason behind the enjoyment of horror movies is the adventure-seeking

personality trait

Personlaity Traits and Horror Appeal

0

2

4

6

8

10

12

10 20 30 40 50 60 70 80 90 100

Percent

Nu

mb

er o

f su

bje

cts

Openness to Experience Neuroticism

Hypothesis 2: Part of the joy from watching horror movies, comes from the social activity.

Extrovert Horror Movie Fans

0

1

2

34

5

6

7

10 20 30 40 50 60 70 80 90 100

Percent

Nu

mb

er o

f su

bje

cts

Extraversion

Hypothesis 3 :Horror movie viewers have high sensitivity thresholds and thus do not encounter much fear when they watch them.

Surface temperature

Sensitivity threshold for

the first person

Sensitivity threshold for the second

person

Stimulus intensity

Stimulus intensity

•conclusion

•Qu

•Thank you