But why has this food reached and maintained this level of popularity? Among other things it gives into our love of instant gratification. All of us love getting instant reward; it makes us feel good. But when we don't get the same gratification from other things we can become impatient. So, does exposure to fast food actually affect our impatience?
This research was conducted by two researchers in the University of Toronto and they found that exposure to fast food, even incidental exposure actually can make us more impatient.