From PC Magazine:
According to a branding consultant, people are "in love" with their Apple iPhones, rather than merely "addicted" to them.
Writing his findings in the New York Times, Martin Lindstrom conducted fMRI scans on 16 iPhone owners between the ages of 18-25 while they were exposed to either audio or visual iPhone stimulation. He found that the sights and sounds of their iPhones actually stimulated areas of the brain reserved for loved ones.
"Most striking of all was the flurry of activation in the insular cortex of the brain, which is associated with feelings of love and compassion," Lindstrom wrote. "The subjects' brains responded to the sound of their phones as they would respond to the presence or proximity of a girlfriend, boyfriend or family member."
"In short, the subjects didn't demonstrate the classic brain-based signs of addiction. Instead, they loved their iPhones."
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