As mentioned above, advertising has a direct effect on the part of the brain that is not associated with logic or reasoning. Therefore consumers need to be aware of why there are sudden urges to go get a cheeseburger. As for fast food, the main problem is that the food triggers the contentless desire to buy the food. The feeling we get after fulfilling that desire won't last. It comes and goes as fast as food comes and goes. Since ads are stored and served without logic, reasoning cannot play a role in controlling the purchase. And since fast food is inexpensive, there isn't much reason to buy fast food. Instant gratification is much stronger than the small amount of logic that is the lack of a