“Using functional magnetic resonance imaging (fMRI) tests, my team looked at subjects’ brain activity as they viewed consumer images involving brands like Apple and Harley-Davidson and religious images like rosary beads and a photo of the pope. We found that the brain activity was uncannily similar when viewing both types of imagery…. In short, the subjects didn’t demonstrate the classic brain-based signs of addiction. Instead, they loved their iPhones.” - http://nyti.ms/raqhvY