Research can only present data about the past. No one seriously believes that people's answers to hypothetical questions about the future accurately represent their future behaviour; they merely represent a current attitude, which may or may not be translated into future behaviour.
Stephen KingThe horror genre is an extremely delicate thing. You can talk to filmmakers and even psychologists who've studied the genre, and even they don't understand what works or what doesn't work. More importantly, they don't understand why it works when it works.
Stephen King