If you want to enjoy a horror flick, but don’t know how, Eduardo Andrade, a professor
of marketing at the University of California, Berkley, who co-authored the 2007 studywith Cohen, suggests learning to detach yourself from the film’s events. By understanding that the films are acted out, and that all of the blood, guts, and gore are only special effects, you might be able to enjoy them a bit more. “No one’s arm is being sawed off. It’s a special effect. People are not being maimed. These are actors,” Andrade told LiveScience, referring to the movie Saw.