IPhones: What's Love Got to Do With It?

People have strong reactions when it comes to the iPhone, according to brain activity studies, but some question whether that reaction is a deep, soulmate-type love or a general feeling of disgust.

Former branding consultant Martin Lindstrom, writing for the New York Times, said some studies show people are addicted to their iPhones to the point they check them frequently, give them names and even sleep with them in their beds. But they might not be able to help it; instead, Lindstrom says, a brain reaction may be to blame.

He said some psychologists suggest the iPhone taps into the same brain pathways that trigger addiction for other compulsive behaviors, triggering a dopamine chemical driver.

"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," said Lindstrom. "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."

"In short, the subjects didn't demonstrate the classic brain-based signs of addiction," concluded Lindstrom. "Instead, they loved their iPhones."

However, another publication, Psychology Today, disputes Linstrom's claims, saying they're based on faulty science.

"The primary function attributed to the insula is disgust, not love," said Ben Hayden for the magazine. "The insula is activated by disgusting smells and disgusting tastes. Your insula is activated when you see someone do something, like cheating... It's also activated by gastric distension or full bladders, symptoms of needing to go to the bathroom. My advice: If a ringing iPhone makes you feel the urge to run to the bathroom, consider switching over to a Droid."

The two opinions vary so widely on how iPhones impact users' brains, but there's no question people are very attached to Apple devices, as evidenced by the wide attention given to today's iPhone 4S launch.

IPhones: What's Love Got to Do With It? originally appeared at Mobiledia on Tue Oct 04, 2011 4:20 pm.

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