Audience preferences are predicted by temporal reliability of neural processing
Dmochowski and colleagues found that viewers' brain responses to popular television content were highly consistent across people. The degree of consistency predicted how much viewers in a large sample said they liked or were interested in the shows, and it predicted these ratings more accurately for the larger audience than for the people whose brain data were recorded. A separate fMRI study linked response reliability to stronger activity in higher-order visual and auditory regions.
Dmochowski and colleagues found that viewers' brain responses to popular television content were highly consistent across people. The degree of consistency predicted how much viewers in a large sample said they liked or were interested in the shows, and it predicted these ratings more accurately for the larger audience than for the people whose brain data were recorded. A separate fMRI study linked response reliability to stronger activity in higher-order visual and auditory regions.
Written from the abstract, OpenAlex record, 2026-11-03.
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5, 4567. doi:10.1038/ncomms5567. Read at the level of the abstract.