The term has also been used to describe paranormal or supernatural phenomena some people have phobias which are an irrational fear which can make them see something as creepy.
[6] The sensation of creepiness has only recently been the subject of psychological research, despite the widespread colloquial use of the word throughout the years.
[7] The state of creepiness has been associated with "feeling scared, nervous, anxious or worried", "awkward or uncomfortable", "vulnerable or violated" in a study conducted by Watt et al.[8]: 61 This state arises in the presence of a creepy element, which can be an individual or, as recently observed, new technologies.
[8]: 58 Behaviors such as "being unusually quiet and staring (34%), following or lurking (15%), behaving abnormally (21%), or in a socially awkward, "sketchy" or suspicious way (20%)" are all contributing to a feeling of creepiness, as described by Watt et al.'s study.
Secondly, some ads create discomfort by making the consumer question "the motives of the company advertising the product".
[9]: 48 It is marketing's extensive knowledge used in an improper way, together with a certain loss of control over our data, that creates a feeling of creepiness.
McAndrew et al. illustrates the idea with the example of a person hearing some noises while walking in a dark alley.
If, on the other hand, a dangerous individual was actually in the alley and the person had not been alerted by this creepy feeling, the loss could have been significant.
[12]: 773 For example, the aforementioned staring at strangers or lack of hygiene—behaviors that make us uneasy or creeped out because they do not fit the norm and therefore are not expected.
More generally, participants tended to define creepiness as "different" in the sense of not behaving, or looking, socially acceptable.
This phenomenon has been studied by Leander et al, with relation to nonverbal mimicry in social interactions, meaning the unintentional copying of another's behavior.
[12]: 772 Absence of non-verbal mimicry in a friendly interaction, or the presence of it in a professional setting, raises suspicion as it does not follow the relevant social norms.