Mind Over Menu: Behavioral Economics Drivers Behind Fast-Food Selection
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Universiti Malaysia Sarawak (UNIMAS)
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This study examines the effects of temporal distance and guilt on fast food consumption through the lens of behavioral economics. Temporal distance is the psychological distance between a decision and its outcome, which makes people prefer immediate rewards over health consequences in the future. Present bias and hyperbolic discounting lead individuals to prioritize the instant gratification of fast food, despite being aware of its negative health effects. Meanwhile, guilt as an emotional response to unhealthy eating has a paradoxical role in either deterring consumption or reinforcing emotional eating patterns. Using a mixed-methods approach, this study integrates surveys and controlled experiments to analyze how these factors shape consumer behavior. Findings reveal that individuals with lower future self-continuity exhibit stronger temporal discounting, increasing their likelihood of choosing fast food. Additionally, the interaction between temporal distance and guilt affects post-consumption behaviors, where increased awareness of long-term consequences and guilt-driven reflection can lead to healthier adjustments. The study highlights the need for interventions such as framing health risks in the near future, implementing behavioral nudges, and promoting positive reinforcement strategies to encourage healthier food choices. These insights contribute to public health initiatives, policy recommendations, and fast food industry reforms aimed at improving consumer decision-making and long-term well-being.