iPhone is me 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 |
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