The science of fanboyism @ TechReport

This is a pretty good article, I will admit I did read the entire thing and stuff towards the end gets rather confusing but given the subject, I'm thinking that is what he was going for.

What pushes sane, otherwise intelligent people to develop an irrational bias toward a given brand or product? Are we seeing the manifestation of a rational process, whereby people attempt to validate and elevate themselves by loudly trumpeting the superiority of their choices? Or is something else at play?
 
As it turns out, various scientific studies have pointed to the existence of a basal process that, when one chooses between two roughly equally desirable items, causes the brain's perception of the two items to change significantly. The data from those studies are interesting and quite surprising.

In the end they conclude that we "all" are fanboys (or fangirls) at some level.

Related Web URL: http://techreport.com/discussions.x/21294