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food marketers have found a way of creating promotional programmes that are highly effective in both attracting the consumer and in creating loyalty through repeat purchase. Hardly another other industry sector can replicate this success. Therefore one could argue that the promotion is addictive.

Secondly, one has to consider the convenience of the product. Fast food is an easy and relatively cheap meal, even in these days of cut-price supermarkets. It is also quick to eat and leaves little to clear up.The fast food meal option is time saving and inexpensive when compared to purchasing and preparing a healthier diet. Therefore one could argue that the convenience factor of fast food is addictive.

In conclusion, in the view of the author to suggest that fast food is as addictive as say heroin is stretching the evidence. However, when one adds to this the addictive effect of the promotional materials that are used to entice the fast food consumer to buy, plus the reasons for that purchase, such as a treat and for convenience and a lazier lifestyle, the evidence begins to build up. Perhaps it would be fairer to say that, in addition to the ingredients of their products, the fast food industry, like the drinks and confectionery sectors, have built such a powerful brand image in the minds of the consumer that they are not as able to resist the purchase in the same way that they might other products. In this respect therefore the fast food marketers have created a consumer addiction to loyalty purchasing, which in turn exposes the consumer to the potential health issues relative to the ingredients.

Learn more about this author, Paul Lines.
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