I love the idea of understanding more about the brain processes involved in creative endeavors.
The Dutch writer in this article has his head wired while writing a novella. When its finished the scientists involved will wire 50 readers to see what can be discerened about the emotional and creative elements of writing.
Unfortunatley they also acknowledge the nefarious uses of information such as this. Beyond how our e-readers already track and report our reading habits we’re entering an era where creative works will be massaged to take advantage of flavor of the month neuroscience. Knowing too much about just what jolts our interests and emotions while reading inevitably will lead to just-so novels with all the perfect mouth feel that food science gives us along with the focus group pablum of network tv.
NYTimes: Wired: Putting a Writer and Readers to a Test