60秒科学:快餐效应导致大众的不耐烦情绪（在线收听）

国内西式快餐的价格一直受大众瞩目。在我国，西式快餐巨头们以强大广告效应以及庞大连锁经营维持着连外国人都惊讶的价格体系。最近，不少以低价作为核心竞争力的西式快餐连锁店纷纷抢滩深圳，它们通过口碑作为传播手段，已经初步建立起忠实客户群。有资深人士预测，未来三年将有更多的国际餐饮集团将进入内地，它们已经瞄准国内中低端消费人群，国内西式快餐格局将面临调整的压力，最后可能会形成“诸侯割据”局面。

I used to scoff at the idea of Minute Rice. I mean, are we really in such a rush that we can’t wait, like, 10 minutes for a regular old bowl of rice? Well, yes, yes we are. And fast food may be making matters worse. Because a study in the journal Psychological Science shows that even a glimpse of those golden arches makes us act impatiently.

Fast food is a multibillion-dollar industry, and for some of us, drive-through dinner has become a way of life. Granted, sometimes we grab something quick because we really don’t have time. But psychologists got to wondering whether all this speed eating might actually make us less patient.

In a series of experiments, the scientists howed volunteers logos from several fast-food chains or asked them to recall the last time they’d visited. And they found that folks who had thought about fast food would then read faster, even though no one told them to hurry. And they also expressed a preference for time-saving products, like shampoo plus conditioner. And they tended to opt for immediate rewards, like getting a small cash payment right away rather than waiting a week for a larger sum. So if you want to ease the pace, forget meditation. Try a slow cooker