And not in that jokey, “I’m-not-sure-I-could-live-without-it” type of way. There’s a new study that suggests we have the same feelings for our iPhones as we do for our partners.
This comes at the heels of a recent study to see if the old adage of “technology is addicting” was actually true. As we hinted above, that’s not quite what they found out:
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. 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.
Am I the only one humming “Computer Love” right now? Either the Kraftwerk version or the Zapp & Roger version counts, as they’re both equally apt in their own ways.