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'Fast Food Culture' Promotes Impatience

In 1960 McDonald's operated 200 restaurants. By 2012 they had 31,000 restaurants. In 2012 there were more than a quarter-million fast-food restaurants in America, and on any given day one in four Americans will eat at least one meal at a fast-food restaurant. For many people around the world fast-food symbolizes speed, efficiency, and convenience.

Sanford DeVoe, a researcher at the University ...

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Matthew Woodley

November 27, 2012  7:06pm

Hi Bruce: Great observation. Here's a little more detail behind the studies: DeVoe and his colleague Chen-Bo Zhong always used a control group for their studies. So all of the participants viewed subliminal images, but it was ONLY the fast food image viewers who scored higher on levels of impatience.

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Bruce Fraser

November 27, 2012  4:21pm

The researchers may be using invalid logic. Perhaps it's not the images of fast food, but the very act of super-fast subliminal messages which produces the result. That is, perhaps they would have had the same results by showing subliminal images of churches, forests, books, or whatever.

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