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Fast Food May Diminish Enjoyment of The Moment

Fast Food May Diminish Enjoyment of The Moment A new Canadian report suggests exposure to fast food establishments can push us to be more impatient and that this can undermine our ability to savor the moment.

Thus, you may consider living in a neighborhood where there are more sit-down restaurants than fast-food outlets, suggest researchers from the University of Toronto’s Rotman School of Management.

In one study, researchers surveyed a few hundred respondents throughout the U.S. on their ability to enjoy a variety of realistic, enjoyable experiences such as discovering a beautiful waterfall on a hike.

Based upon their zip codes, the researchers linked participants’ responses to objective information from the most recent U.S. Economic Census on the concentration of fast-food restaurants in their neighborhood relative to sit-down restaurants.

The findings revealed that people living in communities with higher prevalence of fast-food restaurants were significantly less able to enjoy pleasurable activities that require savoring, even when controlling for economic factors of the individual and the neighborhood.

The study’s authors propose that’s because fast food can incite people to feel more impatient, diminishing their ability to slow down and take in life’s simpler joys.

“If you want to raise kids where they’re less impatient, they’re able to smell the roses, they’re able to delay gratification, then you should choose to live in a neighborhood where there is a lower concentration of fast food restaurants,” said Sanford DeVoe, Ph.D.

The researchers also conducted two experiments to evaluate whether the associations with fast food has a causal effect on people’s ability to smell the roses.

Pictorial reminders of fast food in its ready to go packaging were enough to raise people’s impatience and interfere with their subsequent enjoyment of photos of natural beauty or an operatic aria.

However, study participants shown pictures of the same meals on regular ceramic tableware — the kind you might use at home — showed higher levels of enjoyment when experiencing these savoring activities.

The results “are counter-intuitive,” said DeVoe. “We think about fast food as saving us time and freeing us up to do the things that we want to do. But because it instigates this sense of impatience, there are a whole set of activities where it becomes a barrier to our enjoyment of them.”

“The findings indicate the importance of thinking more carefully about the cues we’re exposed to in our everyday environments, including workplaces, and how they can affect our psychology,” he said.

The paper was published in Social Psychological and Personality Science.

Source: University of Toronto’s Rotman School of Management

Young woman waiting at a fast food restaurant photo by shutterstock.

Fast Food May Diminish Enjoyment of The Moment

Rick Nauert PhD

Rick Nauert, PhDDr. Rick Nauert has over 25 years experience in clinical, administrative and academic healthcare. He is currently an associate professor for Rocky Mountain University of Health Professionals doctoral program in health promotion and wellness. Dr. Nauert began his career as a clinical physical therapist and served as a regional manager for a publicly traded multidisciplinary rehabilitation agency for 12 years. He has masters degrees in health-fitness management and healthcare administration and a doctoral degree from The University of Texas at Austin focused on health care informatics, health administration, health education and health policy. His research efforts included the area of telehealth with a specialty in disease management.

APA Reference
Nauert PhD, R. (2018). Fast Food May Diminish Enjoyment of The Moment. Psych Central. Retrieved on September 27, 2020, from
Scientifically Reviewed
Last updated: 8 Aug 2018 (Originally: 4 Jun 2014)
Last reviewed: By a member of our scientific advisory board on 8 Aug 2018
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