Toronto: Fast food is not only bad for yourbody, but may also hit your bank balance.According to researchers from University of Toronto, mereexposure to fast food and related symbols makes a personimpatient and reduces his willingness to save.
As part of the study, the team carried out threeexperiments.In the first experiment, they flashed symbols related tofast food like the golden arch of McDonald`s on a computerscreen for a few milliseconds, too quick for volunteers toidentify what they saw.They found that this unconscious exposure increasedparticipants` reading speed in a subsequent task compared tothose in a control condition.As part of the second study, the participants went forshopping and some of them were made to recall a time when theyate at a restaurant.The team observed that in comaprison to the control groupthese volunteers preferred time-saving products?such astwo-in-one shampoo?over regular products.From their final experiment, the team found that peopleexposed to fast food logos exhibited greater reluctance forsaving they chose a smaller immediate payment rather thanopting for a much larger delayed payment."Given the role that financial impatience played in thecurrent economic crisis, we need to move beyond countingcalories when we examine the consequences of fast food as itis also influencing our everyday psychology and behaviour in awider set of domains than has been previously thought," Zhongconcludes.PTI
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