James K.A. Smith Quote

We often hear of brand loyalty, even brand devotion. But do people really worship brands? Is consumerism really such a liturgical experience? It may not be as far fetched as you think. In a recent study to consider the effect of super brands such as Apple and Facebook, researchers made an intriguing discovery. When they analyzed the brain activity of product fanatics, like members of the Apple cult, they found that the Apple products are triggering the same bits of [their] brain as religious imagery triggers in a person of faith.a This is your brain on Apple: it looks like it’s worshiping.