iconography or reflect on their notion of God, brain scans reveal hyperactivity in the caudate nucleus, a part of the pleasure system that correlates with feelings of joy, love, and serenity. But Lindstrom and Calvert found that this same brain region lights up when subjects view images associated with strong brands like Ferrari or Apple. “Bottom line,” Calvert reported, “there was no discernible way to tell the difference between the ways subjects’ brains reacted to powerful brands35 and the way they reacted to religious icons and figures. . . . Clearly, our emotional engagement with powerful
...more
