When you want things fast.

A very recent study conducted by Psychological Science uncovered this interesting finding – Fast food thoughts lead to general impatience, and can unconsciously trigger fast behaviour.

Chen-Bo Zhong and Sanford DeVoe have found that fast food can actually induce haste and impatience, in ways that have nothing to do with eating. They showed that subliminal exposure to fast food symbols, such as McDonalds’ golden arches, can actually increase people’s reading speed. Just thinking about these foods can boost our preferences for time-saving goods and even nudge us towards financial decisions that value immediate gains over future returns. Fast food, it seems, is very appropriately named.

In light of this, what happened just yesterday at the Daytona Beach Wendy’s outlet is not surprising at all.

A drive-thru customer was charged with threatening and hitting some fast food workers, all because they didn’t get their mayo and mustard packets with their fast food order.

Of course the extent to which this incident progressed is alarming, but is the mere proliferation of fast-food culture and symbols solely responsible for making us this impatient?

2 thoughts on “When you want things fast.”

  1. Hi

    This phenomenon which scientists are discovering now isnt very new. In fact, as per Indian philosophy, foodstuffs are classified as tamasic, rajasic and sattvic. Rajasic foods tend to make one hyperactive and fast foods are one example of such food items. You could possibly find a lot of such interesting phenomena in ancient Indian sciences like ayurveda.


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