文章来源:未知 文章作者:meng 发布时间:2010-03-26 05:59 字体: [ ]  进入论坛

Fast food is not only bad for your body, but may also harm your bank account. Eating habits have shifted dramatically over the last few decades--fast food has become a multibillion dollar industry that has widespread influence on what and how we eat. The original idea behind fast food is to increase efficiency, allowing people to quickly finish a meal so they can move on to other matters. Researchers at the Rotman School of Management, however, have found that the mere1(仅仅的) exposure to fast food and related symbols can make people impatient, increasing preference for time saving products, and reducing willingness to save.

"Fast food represents a culture of time efficiency and instant gratification(满意,喜悦) ," says Chen-Bo Zhong, who co-wrote the paper with colleague Sanford DeVoe to be published in a forthcoming issue of Psychological Science. "The problem is that the goal of saving time gets activated2 upon exposure to fast food regardless of whether time is a relevant(有关的,中肯的) factor in the context. For example, walking faster is time efficient when one is trying to make a meeting, but it's a sign of impatience3 when one is going for a stroll(闲逛,漫步) in the park. We're finding that the mere exposure to fast food is promoting a general sense of haste and impatience regardless of the context."

In one experiment, the researchers flashed fast food symbols, such as the golden arch of McDonald's, on a computer screen for a few milliseconds, so quick that participants couldn't consciously identify what they saw. They found that this unconscious exposure increased participants' reading speed in a subsequent(后来的,随后的) task compared to those in a control condition, even when there was no advantage to finishing sooner. In another study, participants who recalled a time when they eat at a food restaurant subsequently preferred time-saving products—such as two-in-one shampoo—over regular products. A final experiment found people exposed to fast food logos exhibited greater reluctance4(勉强,不情愿) for saving —choose a smaller immediate5 payment rather than opting6 for(选择) a much larger delayed payment.

"Fast food is one of many technologies that allow us to save time," says Sanford DeVoe, "But the ironic7 thing is that by constantly reminding us of time efficiency, these technologies can lead us to feel much more impatience. A fast food culture that extols8(颂扬,赞美) saving time doesn't just change the way we eat but it can also fundamentally alter the way they experience our time. For example, leisure(空闲的,业余的) activities that are supposed to be relaxing can come to be experienced through the color glasses of impatience."

The researchers point out that it's impossible to know whether fast food in part caused the value for time efficiency(时间效率) in our culture or is merely a consequence of it—but it's clear from their findings that exposure to fast food reinforces(加强,补充) an emphasis on impatience and instant gratification(满意,喜悦) . "Given the role that financial impatience played in the current economic crisis," says Chen-Bo Zhong, "we need to move beyond counting calories when we examine the consequences of fast food as it is also influencing our everyday psychology9 and behavior in a wider set of domains10 than has been previously11 thought."


1 mere rC1xE     
  • That is a mere repetition of what you said before.那不过是重复了你以前讲的话。
  • It's a mere waste of time waiting any longer.再等下去纯粹是浪费时间。
2 activated c3905c37f4127686d512a7665206852e     
adj. 激活的 动词activate的过去式和过去分词
  • The canister is filled with activated charcoal.蒸气回收罐中充满了活性炭。
3 impatience OaOxC     
  • He expressed impatience at the slow rate of progress.进展缓慢,他显得不耐烦。
  • He gave a stamp of impatience.他不耐烦地跺脚。
4 reluctance 8VRx8     
  • The police released Andrew with reluctance.警方勉强把安德鲁放走了。
  • He showed the greatest reluctance to make a reply.他表示很不愿意答复。
5 immediate aapxh     
  • His immediate neighbours felt it their duty to call.他的近邻认为他们有责任去拜访。
  • We declared ourselves for the immediate convocation of the meeting.我们主张立即召开这个会议。
6 opting e6a09ce5b5c8079c1654586c4e1dc5b3     
v.选择,挑选( opt的现在分词 )
  • What courses are most students opting for? 多数学生选什么课程? 来自《简明英汉词典》
  • Wells doesn't rule out opting out and then re-signing with Houston. 威尔斯没有排除跳出合同再与火箭重签的可能。 来自互联网
7 ironic 1atzm     
  • That is a summary and ironic end.那是一个具有概括性和讽刺意味的结局。
  • People used to call me Mr Popularity at high school,but they were being ironic.人们中学时常把我称作“万人迷先生”,但他们是在挖苦我。
8 extols 0b4a7547af3b066e892912d01d870f92     
v.赞颂,赞扬,赞美( extol的第三人称单数 )
  • Everyone extols his noble qualities. 人人称颂他的崇高品德。 来自《现代汉英综合大词典》
  • Dance Art is an art in which sentiment enlightens genuineness, extols benevolence, and arouses beauty. 舞蹈艺术是以情启真、以情扬善、以情唤美的艺术。 来自互联网
9 psychology U0Wze     
  • She has a background in child psychology.她受过儿童心理学的教育。
  • He studied philosophy and psychology at Cambridge.他在剑桥大学学习哲学和心理学。
10 domains e4e46deb7f9cc58c7abfb32e5570b6f3     
n.范围( domain的名词复数 );领域;版图;地产
  • The theory of thermodynamics links the macroscopic and submicroscopic domains. 热力学把宏观世界同亚微观世界联系起来。 来自辞典例句
  • All three flow domains are indicated by shading. 所有三个流动区域都是用阴影部分表示的。 来自辞典例句
11 previously bkzzzC     
  • The bicycle tyre blew out at a previously damaged point.自行车胎在以前损坏过的地方又爆开了。
  • Let me digress for a moment and explain what had happened previously.让我岔开一会儿,解释原先发生了什么。
TAG标签: fast time food culture