October 2, 2011
Psychology Today Slams NY Times for 'You Love Your iPhone. Literally' article
The New York Times should begin apologizing for its credulous neuroscience piece; it was so bad it borders on fraud. The op-ed was “You Love Your iPhone. Literally” was written by Martin Lindstrom, an author and branding consultant (and, it seems, Time Magazine 100 Influential People Honoree).
Lindstrom’s data shows that when someone sees pictures of ringing iPhones, their insula lights up. Because the insula is associated with love, he concludes that people truly love their iPhones in a deep and abiding way we normally associate with lovers, spouses, and, for a few of us, Alyson Hannigan.
Lindstrom's conclusions are basically the opposite of the truth. The primary function attributed to the insula is disgust, not love.
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