Call us tech fiends, gadget freaks, fashion victims, or whatever, but one thing's for sure: if you're reading this, there's a good chance you're a neophiliac. That's right, you're a marketer's dream, someone who loves everything new or novel. But your techno-addiction might not be your fault. Beyond just putting a label on it, researchers in Japan say they have identified a genetically-determined enzyme associated with this novelty-seeking tendency, where that joy juice is continually goosing you up for the new, different and innovative. Yeah, the enzyme made you do it.

Others disagree, saying that novelty-seeking is a relatively new phenomenon. Back in the old days, say, before Clinton was president, those apes in 2001: A Space Odyssey were awfully afraid of that monolith, weren't they? Actually, pre-modern societies did tend to be suspicious of novel things.

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One thing's for sure, the quest for novelty keeps the economy roaring along. But we would disagree that lust for the new is a recent phenom. Think about it: what guy do you know isn't interested in tapping some "strange?"

The disorder of these times, neophilia [Media Life Magazine]