October 3, 2011
There have been many reports of iPhone and smartphone addiction recently, and with the announcement of the new iPhone(s) coming tomorrow, addicts are excited to get their next fix. However, a recent study shows that “addiction” may not be the correct term. In a recent New York Times article, Martin Lindstrom conducted an experiment using neuroimaging technology. The outcome of Lindstrom’s study showed that addiction is not the accurate term for individuals who cannot part with their beloved iPhone. This phenomenon is far more intimate than addiction, and the word “love” is a better way of describing these iPhone relationships. To carry out the experiment, Lindstrom worked with MindSign Neromarketing in San Diego. He gathered 16 individuals, eight men and eight women who were exposed to audio and video of a ringing and vibrating iPhone. The most interesting result that came from this experiment is the amount of activity that showed in the insular cortex of the brain. This is the area of the brain that is associated with feelings of love and compassion. The subjects in the study responded to the sound of their iPhone in the same way they would to the presence of a loved one such as a boyfriend, girlfriend or family member. The outcome of the study led Lindstrom to believe the subjects did not have the brain activity of an addict. Instead, these iPhone users were in love. There are some neuroscientists that do not believe in these findings, as there are many different theories about the brain. There may be validity in some of their arguments, which can be read at the question and answer website, Quora.com. No matter what, lets just hope that these and other advancements in technological devices won’t ever replace that of a loved one.