Using characters from "Game of Thrones", researchers investigated what happens in the brain when people immerse themselves in fiction. The study found the more people became immersed in a story, the more they "became" the fictional character while reading. This was reflected in activity changes in the ventromedial prefrontal cortex, an area of the brain associated with thinking about one's self.
60% of authors say they can hear their characters' voices as they write. Some even say they could enter into a dialogue with their characters, and sometimes their characters 'talk back'. Researchers explore why this phenomenon occurs.
Using neuroimaging and EEG technology to analyze the brains of jazz musicians during improvisation, researchers shed light on which side of the brain controls creativity. Musicians relatively inexperienced at improvisation rely on the right hemisphere for creativity. More experienced improvisational jazz musicians show more activity in the left hemisphere when being creative.