It's not bad enough that fast food is blamed for everything from obesity to heart disease and hypertension. Now we find out it might be messing with our minds as well. New research from scientists in Canada suggests that people who are shown fast-food logos become increasingly impatient and are less inclined to save money, preferring immediate gratification over greater future return. The Toronto University study (PDF link here) looked at the behavior of 57 volunteers, some of whom were shown logos from fast-food chains like McDonald's and KFC. In one test, the speed at which participants read a passage was measured before and after looking at the logos, with readers speeding up after an eyeful of the Golden Arches. Another experiment asked participants if they wanted a small amount of cash immediately or a larger sum in a week's time. Those who saw the logos opted for the smaller amount served up immediately. If the mere sight of a logo creates such results, I'm not sure I even want to know what effect all those new espresso-based drinks at McDonald's are having on customer behavior.
—Posted by Noreen O'Leary