A bedrock assumption in theories that explain and predict human behavior is people's motivation to pursue pleasure and avoid pain. How can this be reconciled with the decision to engage in experiences known to elicit negative feelings, such as horror movies" It certainly seems counterintuitive that so many people would voluntarily immerse themselves in almost two hours of fear, disgust and terror. "Why do people pay for this?" "How is this enjoyable?" Investigators generally use one of two theories to explain why people like horror movies. The first is that the person is not actually afraid, but excited by the...