The Science of Screams!
31st October 2024

It’s the spookiest time of year, and here at Alto Marketing we’ve been wondering just why terrifying ourselves with scary movies is so much fun!
One school of thought is that horror movies allow us to experience the extremes of fear in a safe and protected environment free from real physical harm, but there is also evidence that our brain chemistry itself might come in to play.
Watching movies for entertainment stimulates the pleasure centres of the brain and triggers the release of dopamine, giving us a feeling of happiness and enjoyment.
When we are scared, the adrenal glands in our kidneys release adrenaline, which causes a region of the brain stem to release neurotransmitters directly into the amygdala. The amygdala is the part of the brain responsible for forming long term memories of traumatic and stressful events, and this is the reason why the things that scare us tend to stick with us. Haunting us, you could say!
So, what part of this is supposed to be enjoyable?! Well, the amygdala has also been demonstrated to have large clusters of neurons involved in reward pathways, so the combination of enjoyable experience, i.e. watching a movie, and the fright that comes when the monster leaps towards the screen, are triggered simultaneously!
Because we experience fear and joy at the same time in these situations, the scariest moments are also the ones that cause the greatest pleasure response in the brain, and that emotional high is what keeps us coming back for more.
Marketing your products and services doesn’t have to be scary! At Alto Marketing we are passionate about bringing you the latest updates in science and healthcare innovations. Get in touch today!