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Does Fast Food = Impatience?

Posted Apr 19 2010 1:21pm
From WebMD:

Intro:
Despite saving us time, fast food may make us impatient and more likely to seek instant gratification, new research finds. The first experiment found that exposure to fast-food symbols increases reading speed even when there's no pressure to read fast. In a second experiment, the researchers asked 91 participants either to recall a time they had a fast-food meal or the last time they went grocery shopping, then to rate the desirability of eight products, 4 were time saving (such as combined shampoo/conditioner) and 4 weren't (such as regular shampoo). In the third experiment, 58 participants were asked to rate the aesthetics of logos either from fast-food franchises or from inexpensive diners. Researchers also asked about preferences on saving money.

Conclusions:
Exposure to fast food and related symbols reinforces an emphasis on impatience and instant gratification and ... fast food can have a far broader impact on individuals' behaviors and choices than previously thought.

For full article click HERE .
Photo credit Fast Food Critic

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