Apple triggers 'religious' reaction in fans' brains, report says

At product launches, Apple store employees cheer for the first customers to buy the company's latest gadgets.

CNN) -- Next time Grandma asks why you're going to the mall on Sunday morning instead of church, tell her you're going to Apple Chapel.

For Apple fans, the brand triggers a reaction in the brain that's not unlike that of religious devotees, according to a BBC documentary series that cites neurological research.

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http://edition.cnn.com/2011/TECH/gaming.gadgets/05/19/apple.religion/index.html