Key points

The latest gadgets often reflect identity, status, and personal style.

FOMO drives upgrades, as seeing others with the latest can make us feel left out.

We crave novelty, and anticipating new tech gives our brains a rush of excitement.

Every September, a familiar ritual plays out. Apple unveils its latest iPhone. Glossy ads roll out, tech journalists dissect every new feature, and millions of people rush to pre-order, sometimes queuing overnight or trading in perfect devices. Every YouTube video seems to carry an iPhone ad, and celebrities and influencers flock to the launch event in California, drawing audiences, followers, and fans into the hype. To outsiders, this might seem like irrational spending. But to psychologists, it is a masterclass in how consumer culture taps i

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