No, you don't love your iPhone. by Bradley Voytek
The Op-Ed “You Love Your iPhone, Literally” by Martin Lindstrom purports to show, using brain imaging, that our attachment to digital devices, reflects not addiction but instead the same kind of emotion that we feel for human loved ones. However, the evidence the author presents does not show this. The region that he points to as being “associated with feelings of love and compassion” (the insular cortex) is a brain region that is active in as many as one third of all brain imaging studies. Further, in studies of decision making the insula is more often associated with negative than positive emotions. The kind of reasoning that Lindstrom uses is well known to be flawed, because there is rarely a one-to-one mapping between any brain region and a single mental state; insula activity could reflect one or more of several psychological processes.
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Scientists criticizes sloppy research's results published in NYTimes.
