Given the argument I make about the mall as temple in Desiring the Kingdom, several friends pointed out a recent study which purports to confirm the religious nature of "super brands," lending some MRI support for what The Persuaders showed us already several years ago. Scanning the brain activity of Apple devotees, the researchers found that the emotional experience associated with Apple stimulated the same regions of the brain that are stimulated by religious experience.
Always nice to have little reductionistic empiricism in the back pocket of my argument!
