convenient food at the price of happinessOn July 19, 2016, Sanford Devoe and Chen-Bo Zhong published an article in Forbes India titled, “'How Our Fast-Food Culture' Impedes Happiness.” Devoe and Zhong cite “McDonaldization” as the primary culprit in creating a wave of consumer impatience. Sociologist George Ritzer, who, as the article mentions, coined the term “McDonaldization” in his 1993 book, The McDonaldization of Society. According to Ritzer, McDonaldization is, “the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world” (Ritzer 1993).[1] These fast food principles, or what Ritzer calls the “Dimensions of McDonaldization” are: Efficiency, Calculability, Predictability, and Control. Consumers and employees alike are able to depend on these dimensions within the structure of McDonaldized establishments. While these dimensions may seem like positive attributes of the service industry, they in fact lead to a disembodied customer experience that focuses on expediency or homogeneity. This impatience, according to Devoe and Zhong, has created an overall lack of happiness in consumers. But how do impatience and unhappiness fit together in this puzzle? Devoe and Zhong researched the effects of efficient food systems on consumer psyche and emotional wellbeing through three separate studies. The studies were based on three separate studies that were conducted through paid online surveys. Devoe and Zhong collected information regarding participants’ economic status as well as information on where they lived (which Devoe and Zhong compared to US Census Bureau data in order to receive a more cohesive vision of the socioeconomic status of participants). The study seems a bit limiting in its scope, but Devoe and Zhong did prove their hypothesis of a correlation between mindful enjoyment of food and images that are presented to them. For example, participants in one group were shown food items served in McDonald’s wrappers while another group was presented photos of the same food served on ceramic plates. Devoe and Zhong found that the latter group reported a slightly more positive experience of viewing the food. Since this is an experiment in the sensory aspects of the dining experience, merely showing control groups photos of food is not enough to gauge their true happiness or distaste for the meal. However, Devoe and Zhong’s findings do open the door for an interesting conversation regarding the effect of McDonaldization on the overall happiness and wellbeing of the global population. To Devoe and Zhong, the ability to enjoy life’s small pleasures is an inherently necessary part of the human condition. Within their study they found that those who were wealthier and able to afford numerous luxury items, including convenience items, were not in fact any happier than those who could not afford convenience. No matter their income, participants in the study were unable to enjoy and savor food. Instead of people enjoying the fact that McDonaldized convenience options have afforded them more free time, they have instead fallen into the trap of becoming ever more impatient. Tim Wu referred to this as “The Tyranny of Convenience” in his New York Times article of the same name (Wu 2018). Convenience has become perceived as better, but McDonaldization has instead removed some of the simple pleasures that may be found within serendipitous interactions with other humans or the pride that comes from preparing a meal from scratch for family and friends. [1] I am unsure of the publishing year to include for Ritzer’s book since numerous editions have been printed.
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