Why is DARPA paying academic researchers to study how Hitchcock suspense films and Clint Eastwood westerns light up our brains?
It’s no surprise that movies can light up the brain. After all, they can surprise or frighten us, makes us laugh or cry, create suspense, and much more. What IS interesting from a neuromarketing standpoint is that different directors, content, and styles have a big influence on whether the brain activity of the viewers is similar or dissimilar. […]