Apple gadgets can evoke feelings comparable to religious ones.

The attachment of a large number of people to their electronic devices, which have become not just assistants in everyday life, but a kind of surrogate for social interaction, may have deeper psychological roots than the illusion they give to the freedom of communication and entertainment.
Secrets of the Superbrands show was broadcast yesterday on BBC Three with Alex Riley, a technical expert, one of whose topics was to study the influence of modern gadgets on the human psychophysiology and on the feelings they cause. In addition to platitudes like a survey of the audience - what they feel, holding an iPhone or iPad - blogger Alex Brooks (Alex Brooks) agreed to an experiment in which he was placed in an MRI scanner (magnetic resonance imaging) and showed him photos of Apple devices. Experimental experts noted that Alex’s brain demonstrates the same foci of excitement characteristic of religious people at times of spiritual stress, and only mention of a company from Cupertino causes monumental associations like castles or huge buildings to most people, and Apple CEO Steve Jobs is often mentioned in conversations in the context of a certain messianic function.

The episode of the transfer can be viewed here using any European proxy server.

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