A study by researchers at the University of Toronto has suggested that consuming fast food triggers impatience and hasty behavior among people.
The main premise of fast food is to allow people to finish a meal quickly and save time. Now researchers have indicated that this is affecting other parts of people's lives by forcing them to opt for time-saving products, which are not necessarily healthy.
The researchers conducted an experiment where participants were exposed to fast food logos like McDonald's very quickly. This unconsciously triggered them to read quickly in a subsequent exercise even though there was no need to do so.
"Fast food represents a culture of time efficiency and instant gratification," said Chen-Bo Zhong, who co-wrote the paper with colleague Sanford DeVoe. "The problem is that the goal of saving time gets activated upon exposure to fast food regardless of whether time is a relevant factor in the context."