The Quick Service Food (Fast Food) and Impatience Connection

 
18-Apr-2010 by foodpsychologist

Fast FoodOverload of calories, fat, and sugar aren’t just the only reasons why you should steer clear of the drive-thru window. According to a research by Chen-Bo Zhong and Sanford E. DeVoe, bingeing on fast food too much and too often can leave you way too impatient. Wonder how? According to recent findings, it has been affirmed that quick service food (fast food) and impatience connection is purely psychological, where even the slightest mention of fast food can turn one edgy.

Based on a slew of experiment conducted on three college students, it was ascertained that fast food, which is apparently meant to increase efficiency, helping people to grab a quick meal while on the move, has ironically infused a sense of haste among its followers. Just thinking about fast-food chains or even being momentarily exposed to their logos can heighten the feeling of impatience and compounds one’s craving for instant gratification. After three extensive studies, researchers came to the conclusion that fast food, which is originally meant to save time and provide instant gratification, has made people all the more impatient by constantly reminding them of time efficiency and thus leaving them psychologically strained.

 

Image Credits: ifood.tv

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