How can the hedonistic assumption (i.e., people's willingness to pursue pleasure and avoid pain) be reconciled with people choosing to expose themselves to experiences known to elicit negative feelings? We assess how (1) the intensity of the negative feelings, (2) positive feelings in the aftermath, and (3) the coactivation of positive and negative feelings contribute to our understanding of such behavior. In a series of four studies, consumers with either approach or avoidance tendencies (toward horror movies) were asked to report their positive and/or negative feelings either after (experiment 1) or while (experiments 2, 3A, and 3B) they were exposed to a horror movie. We demonstrate how a model incorporating coactivation principles and enriched with a protective frame moderator (via detachment) can provide a more parsimonious and viable description of the affective reactions that result from counterhedonic behavior.R eaders who are unfamiliar with the vastly popular (in some circles!) horror movie genre might have missed the following scene. Two men wake up in a filthy bathroom chained to massive steel pipes at opposite ends of the room. The blood between them is from a man's corpse still holding the gun he used to kill himself. The two men discover two hacksaws. The tools are too dull to cut the massive chains that keep the men imprisoned but seem sharp enough to hack off their limbs and set them free. Jigsaw, the wildly popular killer, graphically tantalizes his prey. One victim must crawl through razor wire to escape. Another must find a key to overturn a bear trap attached to his mouth. Suggestively titled Saw, the movie generated $18 million in box office receipts in its opening weekend in October 2004, hitting third place in U.S. box office ratings (behind only Ray and The Grudge, another horror movie). Saw II was released 1 year later. Gainesville, FL, 32611-7155 (joel.cohen@cba.ufl.edu). Address correspondence to Eduardo B. Andrade. This project was sponsored by the Junior Faculty Research Grant and the Experimental Social Science Laboratory (Xlab) at the University of California, Berkeley. The article benefited from helpful comments and insights from the editor, the associate editor, and three reviewers, and also from participants in seminars at Stanford University, New York University, Columbia University, the University of Chicago, and the Emotion and Decision Making Reunion at the University of California, Berkeley. The authors thank James Chong, Cindy Wang, Simon Mak, Lawrence Sweet, Debbie Atlas, and Brenda Naputi for their assistance with data collection.
John Deighton served as editor and Baba Shiv served as associate editor for this article.Electronically published June 26, 2007 These and a number of other box office hits attract audiences by immersing them in nearly 2 hours of fear, disgust, terror, and depravity. For that reason, horror movies provide an excellent window into counterintuitive consumer preferences for emotional experiences that produce negative emotional responses. Theor...