This from the NYT (h/t to Shannon Selin). We will see . . . but me thinks the results (as with neuroeconomics) will be over-stated. Still, great marketing ploy for the author and his publisher. Check out The Science of Art and Brain and Art. This is a very good culturally informed and salutary article that one should read.
But the real quantitative science will come later, Mr. van der Werf said, when the researchers measure the novella’s effect on the 50 readers. They have asked Mr. Grunberg to try to keep each chunk of text limited to one dominant emotion, and have tracked where his cursor was at various points in each writing session, to match his words with the physiological data. The 50 readers will read the novella on an e-reader, to allow similar tracking.