U of M studies fear psychology at Mall of America haunted house
- Researchers at the University of Minnesota partnered with the Mall of America to investigate the psychology of fear at a haunted house.
- The study involved nearly 300 participants and gathered data on their emotions and social interactions during the frightening experience.
- Findings suggest that experiencing fear together can enhance social bonding and interpersonal connections among participants.
In October 2024, a study was conducted at the Mall of America's haunted house, Onionhead's Revenge, as part of research into the psychology of fear. This project was a collaboration between the Mall and the University of Minnesota. Nearly 300 participants entered the haunted house while their emotional responses and social interactions were documented through video recordings. The aim was to explore why people willingly seek out frightening experiences and how these moments affect relationships among participants. The researchers found that 73% of participants reported feeling an increase in satisfaction with their relationships after experiencing the haunted house together. This indicates that shared fear can serve as a catalyst for social bonding. Moreover, the study also identified that fear engenders a connection among strangers, highlighting ways in which individuals seek comfort and support from one another during frightening situations. William Hedgcock, an associate professor of marketing, noted that they are currently analyzing recordings to further understand how interpersonal touch impacts the experience of fear. Observations included individuals reaching out for support, holding hands, and even comforting each other with hugs. Ultimately, the research illustrates that despite fear being a negative emotion, it can foster positive social outcomes, suggesting a complex relationship between fear and friendship that enhances human connections in group experiences.