November 19th, 2013
Fast Food Logos Are Killing Our Ability To Be Happy: Study
By Allison Spiegel
Golden arches, red pigtails, a smiling Colonel Sanders—these iconic fast food symbols may seem harmless enough, but new research reveals a darker truth behind this seemingly innocent branding. The Social Psychological and Personality Science journal recently published a study titled, “Too Impatient to Smell the Roses: Exposure to Fast Food Impedes Happiness [pdf].” In the study, researchers Julian House, Sanford E. DeVoe and Chen-Bo Zhong used fast food symbols as triggers to examine how people relate to their increasingly hurried world.
The researchers set out to test the assumption that fast food logos, which have come to represent speed and efficiency, are associated with more leisure time and greater happiness. They suspected that instead of leading to greater joy, society’s focus on speed may actually inhibit our ability to enjoy life.