"Faith" is often used to describe one's devotion to a religion. At first glance it may seem strange for a person to feel "faith" about a multi-billion-dollar Wall Street media marketing corporation that is notorious for treating its customers like interchangeable cash cows.
But it turns out that faith is an accurate description. A
British scientific study showed that brand-fanboyism can cross the line from enjoyment of a brand, to a state of adoration of the brand which, in its effect on the brain, is indistinguishable from that of religious devotion.
From a report on the study:
"A recent BBC TV documentary has uncovered that Apple imagery activates the same parts of the brain in Apple customers and brand loyalists that religious imagery does in followers of that religion. The documentary, which aimed to understand how certain brands have become such large parts of the lives of their buyers, took one brave Apple fan, gave him an MRI, and neuroscientists studied his brain to see how it reacted when he was shown images of Apple and non-Apple products....
While he was undergoing the MRI researchers could see that when images of Apple products were displayed in front of him, his brain reacted the way that a religious follower’s brain reacts when they’re shown imagery associated with a person’s religion.
The results of the scan prove that incredible devotion and loyalty to a brand or a religion emanate from the same parts of the human brain.
It’s not so much that Apple fans are different; it’s that when any person shows incredible loyalty to a brand or product to the point of devotion, it stimulates the same parts of the brain."
Like devotees of religious faith, brand-fanboys often experience emotional distress, even anger, when the object of their devotion is criticized. They feel a need to defend their brand and to encourage others to "think good thoughts" about it (the themes of "why are you so negative" and "try to focus on the positive" that are so often posted on Disney theme park fan forums).
Brand-fanboys are often unable to comprehend how people can love a brand and still criticize it -- as shown by the themes of "if you criticize it you can't love it" and "if you criticize it how can you still go there" that fanboys repeatedly direct against critics of Disney theme parks.
There's no changing such mindsets -- they're literally locked into the brain. As the study concluded:
"...the most successful companies are the ones that manage to find a way to trigger those parts of the brain. Once a brand or company gets there, there’s no going back, and the devotee is hooked on the products and the culture. It could very well be the key to building a brand that becomes a household name."