A groundbreaking new study has uncovered the science behind those spine-tingling “goosebump moments” — and it turns out they’re far more complex than we thought. Rather than being triggered by a single emotion, researchers have found that goosebumps are most likely to occur when multiple intense feelings collide, particularly joy and nostalgia.
The research, conducted by scientists at i2 Media Research at Goldsmiths, University of London, was commissioned by Warner Bros. Studio Tour London – The Making of Harry Potter, one of the UK’s most immersive attractions.
Book Tickets to Warner Bros. Studio Tour London
Inside the Study: Measuring Real-Life ‘Aesthetic Chills’
Unlike traditional lab-based studies, this research took place in a real-world environment — offering a richer, more authentic look at how emotions unfold.
Participants explored the Studio Tour while wearing sensors that tracked:
- Heart rate
- Skin conductance (GSR) — a key indicator of emotional arousal
They also rated their emotional intensity on a scale of one to five, allowing researchers to connect physical reactions with emotional experiences in real time.
Professor Jonathan Freeman explained that this approach marks a major shift in how scientists understand goosebumps — known academically as “aesthetic chills.” Instead of isolated triggers like music clips, this study examined layered, immersive emotional experiences.
The Key Finding: Goosebumps Come From Emotional Overload
The results were striking.
Researchers identified seven overlapping emotional layers, with joy and nostalgia appearing most frequently — both reaching intensity levels of up to 90% during goosebump moments.
Other contributing emotions included:
- Excitement
- Surprise
- Awe
- Immersion
In some cases, participants experienced up to four emotions simultaneously, leading to dramatic physiological spikes — including skin conductance levels rising 67% above baseline.
Harry Potter Sets That Triggered the Strongest Reactions
Destroyed Gringotts: A Peak Goosebumps Moment
One of the most powerful reactions occurred at the Destroyed Gringotts set, inspired by Harry Potter and the Deathly Hallows – Part 2.
As visitors encountered the dramatic dragon reveal:
- Skin conductance spiked up to 99% above baseline
- Emotional intensity included immersion (80%), excitement (80%), and awe (60%)
The Great Hall: A Nostalgia Powerhouse
The iconic Great Hall delivered another standout moment.
Here, visitors experienced:
- Awe, joy, nostalgia, and surprise — all at 80% intensity
- Multiple physiological peaks as memories and emotions built simultaneously
This demonstrates how familiar cultural moments can amplify emotional responses, especially when tied to personal memories.
The Role of Nostalgia and Memory
A wider survey of 2,000 UK adults reinforced the findings, revealing just how powerful nostalgia is in triggering goosebumps.
Key insights include:
- 28% say early-life memories play a major role
- Top childhood triggers:
- Family days out (54%)
- Playing joyfully (48%)
- First cinema experiences (45%)
The study suggests goosebumps are not just about what we see — but what we remember and feel at the same time.
Real-Life Experiences Beat Digital Moments
Interestingly, the research also found that:
- 95% of people experience goosebumps more strongly in real life
- Only 5% report the same intensity through digital interactions
Human connection plays a role too:
- 51% experience goosebumps with a partner
- 48% with family
- 39% alone
On average, people experience these moments around six times a year — often leaving a lasting emotional impact such as:
- Prolonged happiness (28%)
- Calmness (25%)
- Inspiration (19%)
Why This Matters for Culture and Experience Design
According to Laura Sinclair-Lazell, Head of Show Experience at Warner Bros. Studio Tour London, the findings validate what visitors have long felt — that immersive storytelling can have a real physiological impact.
The study highlights a broader shift in how we experience entertainment. It’s no longer just about spectacle — it’s about layered emotional engagement, where storytelling, nostalgia, and environment combine to create unforgettable moments.
Experience It Yourself
If you want to feel these “aesthetic chills” firsthand, you can explore the sets, stories, and cinematic magic behind one of the world’s most beloved franchises.
Plan your visit to Warner Bros. Studio Tour London – The Making of Harry Potter
