THE CONSUMPTION OF FEAR IN DIFFERENT CONTEXTS

Abstract

This study aims to understand consumers' perceptions about the intention to consume fear in three different contexts: extreme sports, horror literature, and horror cinematography. Originally, the motivations and barriers underlying the intention to consume were considered and, therefore, this study advances in understanding the role of fear, examining how it acts in different contexts. For analysis, a qualitative approach was used, through in-depth interviews using the Content Analysis method, and a posteriori categorization system. The results provide evidence that the circumstances that engage individuals to experience fear are similar across contexts, although there are important particularities. We propose two constructs and a theoretical conceptual model that allows us a new way to postulate the consumption of fear.