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Originally Posted by rkomar
The study was scientific and so has to meet certain rigorous standards. The language used to describe it becomes specialized for that reason. It's usually the job of science journalists to translate for the layman, but unfortunately sensationalist writing is trumping accuracy in that field as drawing more eyeballs becomes a priority.
There was an unexpected conclusion from the study. It was hypothesized that people reading SF would put more effort into world building in their minds since it's usually quite different from what we're used to, but surprisingly that wasn't generally the case. My guess is that most people read SF for fun, and when they read SF-specific details, they are absorbed more for setting the mood rather than scrutinized for important information.
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Sorry, just because someone does a study doesn't make it scientific. One of the major issues in science today is the shoddy work of so called "peer reviewed" studies. Some studies have even been caught making up data to support their conclusion. For this to be a scientific study, the authors would have need to do something like measure the brain activity rather than take surveys. That's not science, it's social studies.