I think it's an imagination.
People who have little or no imagination are very difficult to scare.
Just a touch of imagination opens the door to impossibilitys possibly being possible.
Or maybe it's a rabid possuum?
"Anticipation" sets them upon their personal road to feeling fears.
"Tick-Tock", TICK-Tock!" "TICK-TOCK!"....then...what? more of this(????)
Then.................?........WOW! GOTCHA!"
Building anticipation makes it all happen more over than not. Lose the anticipation and you have just tossed out the major tool to accent your product.
Rushing the process usually destroys it, sort of like an auctioneer being too jabberwokiied in his speaking to be understood, confusion from not understanding can be a good thing that can lead to fear. To communicate, speak plainly and often slower, especially if you really have something pertinent to say.
I am closely related to a person who would keep trying to cook food by turning the oven higher to compensate for not having say 30 minutes to cook, so 15 minutes at twice the temperature should work!
No it doesn't!
Building a good, thorough scare takes time, time to communicate, time for them to anticipate,
then a little more time to mis-direct them.