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Stories in general, and peak moments within a single story in particular, can evoke strong responses across recipients. Between the content of a story and these shared audience responses lies an explanatory gap that neuroimaging can help close. Accordingly, this study examined how the brains of an audience responded during a story. We performed two types of analyses: First, we correlated the story’s physical characteristics to brain activity. Second, we reverse-correlated moments of peak brain engagement to story segments. We found that activity peaks in the temporo-parietal junction identify socially engaging points within the story, such as a pie-in-the-face scene, hyperbole, and sexual references. We discussed how these results and reverse correlation neuroimaging more broadly advance communication science.

Identifying moments of peak audience engagement from brain responses during story listening