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Science: You Are in ‘Love’ with your iPhone

Via New York Times:
WITH Apple widely expected to release its iPhone 5 on Tuesday, Apple addicts across the world are getting ready for their latest fix. But should we really characterize the intense consumer devotion to the iPhone as an addiction? A recent experiment that I carried out using neuroimaging technology suggests that drug-related terms like “addiction” and “fix” aren’t as scientifically accurate as a word we use to describe our most cherished personal relationships. That word is “love.” As a branding consultant, I have followed Apple from its early days as a cult brand to its position today as one of the most valuable, widely admired companies on earth. . .

And who says the U.S. is falling behind in science. . . - Greg Pollowitz


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