A team of scientists have unravelled the magic behind ‘goosebump moments’, revealing that the spine-tingling feeling is rarely driven by a single emotion. An innovative new study which analysed emotional combinations and physiological reactions, found the goosebump effect is most likely to occur when multiple high-intensity feelings come together – particularly joy and nostalgia.

To decode the thrills behind the chills, scientists from i2 Media Research based at Goldsmiths, University of London conducted field research commissioned by Warner Bros Studio Tour London – The Making of Harry Potter, recently named one of the happiest places in the world*.

The study, which took place at the tour marks one of the first of its kind – undertaken in a real-world attraction environment, rather than in a laboratory, where most studies on the topic have previously taken place. The attraction provides a unique environment, as it evokes a multitude of magical feelings all at once.

To gain a deeper understanding of these mysterious, tingly moments, participants were fitted with hand sensors to monitor physiological responses, including heart rate and skin conductance (Galvanic Skin Response, or GSR). The latter measures small changes in sweat activity and is widely used to indicate emotional arousal, making it useful for identifying ‘goosebump moments’.

Participants also rated the intensity of their feelings on a scale of one to five, allowing researchers to match what people felt with how their bodies reacted – and spot when the goosebumps really kicked in.

The findings? Pretty hair-raising. In total, seven emotions, or ‘emotional layers’ were recorded with joy and nostalgia leading the charge – showing up most often alongside goosebump moments and scoring the highest for intensity, with a whopping 90%.

Professor Jonathan Freeman explained: “What’s particularly interesting here is that much of the existing research on goosebump moments – known to scientists as ‘aesthetic chills’ – has tended to look at very short, isolated clips or musical excerpts, usually in tightly controlled lab settings. In contrast, this study examined responses within a more complex, multi-layered and genuinely immersive real-world environment”.

“The Studio Tour offers a particularly strong context for this kind of work, as it brings together spectacle, narrative and culturally recognisable moments in a unique way that allows different emotional responses to emerge, accumulate and overlap.”

A wider survey*** of 2000 UK adults, commissioned by Warner Bros. Studio Tour London – The Making of Harry Potter, supported the findings. Respondents listed that multiple emotions contributed to a ‘goosebump moment’ including excitement (41%), surprise (35%), joy (31%) and nostalgia (21%).

Indeed, in the experiment, participants were really feeling it with the highest number of emotional layers recorded at any one time reaching four. In one participant joy, nostalgia, awe and surprise was recorded alongside skin reaction peaks of up to 67% above baseline GSR**.

Reactions really took flight on the set of Destroyed Gringotts – where the highest peaks in skin conductance were measured. This part of the tour recreates the moment where a Ukrainian Ironbelly dragon destroys the wizarding bank in Harry Potter and The Deathly Hallows – Part 2. During this moment GSR dramatically spiked as high as 69% above baseline in one participant as the group entered the set and soared to a climax of up to 99% above baseline during the thrilling reveal of the magical creature. The underlying feelings reported here were immersion (80% intensity) excitement (80% intensity) and awe (60% intensity).

Further discoveries unfolded in the Great Hall, which appears in every film in the Harry Potter series and is perhaps the most recognisable set of all. This moment in the study offered particularly intriguing insights, as this is where the highest number of emotions were reported. Awe, joy, nostalgia and surprise were all present with an 80% intensity.

In one participant, the range of emotions corresponded with six significant peaks in GSR activity as it climbed steadily from 36% above baseline all the way up to 67%, in line with the range of emotions that unfolded as they entered through the Great Hall doors and unlocked cherished memories.

The survey revealed more about the impact of nostalgia on goosebump moments. More than a quarter (28%) reported that early-life memories play a significant role in triggering the feeling, with a special family day out (54%), intense joy when playing (48%), and seeing a film in the cinema for the first time (45%) reported as the most significant goosebump moments recalled from their childhood.

Professor Jonathan Freeman elaborated further. “One of the clearest findings is that these moments don’t map neatly onto a single emotional response. Instead, participants described a constellation of emotionally meaningful experiences occurring together. The data also points to the importance of attention and immersion, alongside excitement or arousal – it’s not simply about a sudden peak, but about how deeply people become absorbed in what’s unfolding.”

Laura Sinclair-Lazell, Head of Show Experience at Warner Bros. Studio Tour London, said: “We love to see the wonder and awe when our visitors are transported behind-the-scenes of the filmmaking magic of the Harry Potter film series. It’s fascinating to now understand, thanks to the research, that it has a real physiological effect as they explore the experience.”

Survey data*** found that the average person experiences goosebump moments six times a year with the majority agreeing that goosebumps are a phenomenon they’ve experienced most strongly through real-life experiences (95%), rather than whilst interacting online (5%). Human connection plays a part in this, with more people having experienced the phenomenon with a partner (51%) or family member (48%) than by themselves (39%).

Over a third (36%) of Brits say they get goosebumps when something feels fantastical or other worldly and they can have a lasting effect. Prolonged happiness (28%), a feeling of calm (25%) and inspiration (19%) were all reported as remaining for some time after the initial moment was experienced.

Those who would like to experience the layers of goosebump moments first hand can visit https://www.wbstudiotour.co.uk/tickets/ for more information on booking their trip to Warner Bros. Studio Tour London – The Making of Harry Potter.