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"Why We Enjoy Chili Peppers, S&M, Gruesome Movies, and Other Unpleasant Experiences"

on Saturday, 31 May 2014. Posted in Front Page Headline, Media Updates

NY Magazine

by Matthew Hutson

This summer, millions of people will crowd into theaters to watch the latest Paranormal Activity. They’ll visit Coney Island to ride the new Thunderbolt. They’ll challenge their friends to chili-dog-eating contests and guffaw at jokes about the digestive results. Why do we enjoy aversive experiences, from horror flicks to roller coasters to spicy foods to gross-out humor? Scientists are discovering that such enjoyment comes not from the raw experience itself, but from our reflections on our pain.

Paul Rozin of the University of Pennsylvania has done the most to elucidate what he calls “benign masochism.” Three decades ago he wrote about people’s enjoyment of chili peppers. (He found that for many, the preferred level of hotness is just below what’s unbearable.) “I presented the idea in the 1980s, but nobody noticed,” he said — with a few exceptions such as Paul Bloom’s How Pleasure Works. So he decided to reintroduce it in a more systematic way. In a paper published last year in Judgment & Decision Making, he and his collaborators provided the most thorough survey of unpleasant experiences to date. ...

... The common thread in our enjoyment of hot peppers, dark humor, and all the rest is a salient understanding that no real danger is afoot. A few years ago, a study by Eduardo Andrade and Joel Cohen explored the importance of a “protective frame” reminding us that an experience is safe. Two groups of subjects, those who love horror movies and those who avoid them, watched a scene from Salem’s Lot while continuously rating how happy they were and how scared they were. In one experiment, everyone simply watched the film. Both groups equally reported being scared, but the horror fans were simultaneously happy, while the non-fans were made unhappy by the mayhem. Then, in another test, horror lovers and haters first read short biographies of the actors, and while watching the scene they saw photos of the actors next to the film. The tweaks offered a protective frame reminding viewers: It’s just a movie! This time, both groups found joy in being scared.

No discussion of this subject would be complete without a mention of sadomasochism. A meta-analysis by Joseph Critella and Jenny Bivona of 20 studies found that between 31 and 57 percent of women have erotic rape fantasies. What psychologically separates these scenarios from actual rape is that they’re fantasies, and women know they’re fantasies. It’s hard to enjoy domination if you don’t ultimately trust your partner. Having a “safe word,” besides adding real protection, can enable pleasure even when it goes unused.

Other researchers have studied various aspects of the metacognitive process that extracts joy from misery. Most notably, the economist George Loewenstein wrote that mountaineers enjoy their dangerous adventures in part because of a sense of mastery. The realization that you can weather pain and fear and still conquer your environment brings a sense of control and self-confidence.

Recently, Werner Wirth and colleagues showed that when watching Hotel Rwanda, sadness was associated with not just a sense of mastery over negative feelings but also a sense of personal growth and the feeling that important life values had been illuminated. In the lingo, sadness reduced hedonic value and raised eudaimonic value, trading happiness for meaningfulness. Relatedly, Mary Beth Oliver and Arthur Raney found that preferences for nonfiction, drama, and sci-fi movies are negatively correlated with the desire to have fun while watching a movie, but are positively correlated with a desire for meaning — reflection and a challenged worldview.

And sometimes, unpleasantness appeals simply for its novelty. Anat Keinan and Ran Kivetz have looked at “collectable experiences”: many people choose unusual activities (e.g., staying in an ice hotel) over pleasurable ones (staying at a Marriott in Florida) as a way to build their “experiential CV,” thus feeling productive. In other words, it seems we want to map and master the full range of potential human experience.

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