“When deeply religious subjects view sacred 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.”
― Stealing Fire: How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work
Which would explain why buying stuff is used as a [very poor] substitute for ruchniyos.
