The central problem in creative work is this polarized duality, the conflict between Logos and Eros, rational and irrational, the Yin and Yang of the human personality.
As changes in storytelling technologies have mandated adjustments in storytelling techniques, certain basic concepts of how stories work have not changed significantly since the Greeks first wrote them down millennia ago.
We have a lot of books preoccupied with reproducing the preceding medium, i.e. ebooks that try as hard a possible to be like paper books in the same way early movies tried to reproduce stage plays on the screen.
Ultimately, the [research] is frustrating because it offers a tantalizing tidbit and ultimately raises far more questions than it answers. And that’s certainly not a criticism; the authors themselves acknowledge they are just scratching the surface of understanding how films make an impact neurologically and there is much more to learn.