When you go to a fast-food restaurant, you expect to get your fries quickly. But thinking about fast food makes us impatient about other things, too, according to a recent study in Psychological Science. People who examined the aesthetics of a McDonald’s or KFC logo were more likely to choose to take a smaller sum of money immediately (rather than waiting for a bigger payout a week later) than those who had critiqued the logos of inexpensive sit-down chains. After thinking about fast food, people were also more interested in time-saving products, such as 2-in-1 shampoo-conditioner, and they read a paragraph faster despite the fact that there was no time limit. Even when the task at hand has nothing to do with food, this study suggests, you act how you eat.

This article was originally published with the title Food for Thought.

3 Comments

1. 1. jtdwyer 01:35 PM 7/21/10

   Perhaps this fast food impatience effect is produced by fast food coffee or a too short lunch break.

   Reply | Report Abuse | Link to this

2. 2. Wayne Williamson 06:08 PM 7/21/10

   i wonder if it would extend the other way...pay more for something now as opposed to paying less in a week....if so, i can see fastfood pics show up in sales rooms everywhere;-) or hand them a coupon before settling on a price....
   
   ps haven't read the full article yet....

   Reply | Report Abuse | Link to this

3. 3. pileofstix 01:13 PM 7/25/10

   Test comment.

   Reply | Report Abuse | Link to this