Stefan Mileschin

If you ever wondered why Apple fanboys are so stupid and defensive about their over-priced gadgets, modern science has finally figured it out.

According to University of Illinois researchers, consumer psychology is changing and fanboys and fangirls don’t perceive their beloved brand as a relationship – some may consider it an extension of themselves.

A study in which they first assessed the level of their study volunteers’ attachment to a brand and then showed the participants critical statements about the company, shows that.

Those who were most attached to the brand reported lower self-esteem than those who were less attached. So this means that some people, the authors claim, start to incorporate their love for Apple or Xbox into their own identity.

http://www.techeye.net/news/iphone-is-me