Too Impatient to Smell the Roses: Exposure to Fast Food Brands Impedes Happiness

Julian House, University of Toronto, Canada
Sanford E. DeVoe, Sanford E. DeVoe, University of Toronto, Canada
Chen-Bo Zhong, University of Toronto, Canada
In two different experiments, we found that exposure to fast-food brands undermined people’s ability to experience happiness from pleasurable visual and auditory stimuli. Mediational analyses demonstrated that exposure to fast-food brands affected happiness by inducing greater impatience, measured by both subjective perception of time passage and self-reports of experienced impatience.
[ to cite ]:
Julian House, Sanford E. DeVoe, and Chen-Bo Zhong (2013) ,"Too Impatient to Smell the Roses: Exposure to Fast Food Brands Impedes Happiness", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.