“…Overall, haunted houses exist as psychological, cultural, economic, and legal realities -with a strong and engaging "brand personality" akin to popular consumer products (Annett et al, 2016;Hill et al, 2018Hill et al, , 2019Houran et al, 2020). Although witness accounts are often explained away as instances of gullibility, overactive imaginations, or outright fraud (Nickell, 2001(Nickell, , 2012Ashford, 2017), researchers have occasionally documented the presence of independent environmental or physical mechanisms in spontaneous cases (e.g., Persinger and Koren, 2001b;Vinokur, 2005Vinokur, , 2016Nickell, 2008;Colvin, 2010;Laythe and Houran, 2019).…”