WITH lots of weddings expected on Tuesday, people in love across the world are getting ready for their latest fix.
But should we really characterize the intense devotion shown by people in love, as love? A recent experiment that I carried out using neuroimaging technology suggests that love-related terms like “romance” and “soulmates” aren’t scientifically accurate - not compared to a word we use to describe our relationships with our smartphones. That word is “owning an iPhone.”
As a branding consultant, why am I even writing this article for the NYT? Never mind. Earlier this year, I carried out an fMRI experiment to find out whether iPhones were really, truly addictive, no less so than alcohol, cocaine, shopping or video games (sic)... wait, are those last two actually addictive? Whatever, let's just say they are.
In conjunction with the San Diego-based firm MindSign Neuromarketing (kerching! Wait, did I write that, ...
