Physical Sciences and Mathematics Commons^™

Editorial: High-Tech Lust, Katina Michael

Professor Katina Michael

Are you in love with your Android or Apple device? Do you have a deep affection and suffer from separation anxiety [1] when your smartphone is not within arm’s length of your bed at night?

Don’t worry, you’re not alone. Rossiter [1] differentiates between “brand love” and “brand liking” which is significant. When it comes to our high-tech gadgetry people are likely to be able to cope better with being separated from a partner or child than being separated from a vital piece of technology which goes with them everywhere.