We all know a person who is attached to their iPhone. No, seriously, their iPhone actually appears to be superglued into their hand. Many people call this an “addiction”, but a new study has been conducted which proves that people actually “love” their iPhones. A team of researchers measured subjects’ brain activity while subjects viewed images of Apple products and religious images such as a photo of the pope. Brain activity was the same in both instances. A second test was conducted on sixteen men and women between the ages of 18 and 25. The researcher wanted to find out if people’s brains showed signs of classic addiction to their iPhones. Studies showed that while looking at a picture of an iPhone or when hearing the phone vibrate, the insular cortex of the brain was activated. This part of the brain is not associated with classical addiction, but with love and compassion. People responded to seeing the iPhone the same way that their brain would respond to seeing a significant other.
To read the full NY Times article, click here.
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