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Presenter: Drew Gerst

Faculty Sponsor: Marguerite White-Jeanneau

School: Northern Essex Community College

Research Area: Marketing

Session: Poster Session 4, 2:15 PM - 3:00 PM, 165, D9

ABSTRACT

Fast food is often described as addictive, yet the science behind that perception is rarely explained. This study will examine how fast-food chains use food chemistry and color psychology in advertising to increase cravings and encourage repeat purchases. This research will use a mixed approach combining ingredient analysis with advertisement reviews. Nutrition labels and ingredient lists from major fast-food chains will be looked at to identify patterns in sugar, fat, salt, and added flavor compounds known to enhance taste and stimulate reward responses. National advertisements will also be analyzed to identify repeated use of specific colors, lighting, contrast, and food styling techniques. Peer reviewed research in neuroscience and consumer psychology will be used to connect these chemical and visual cues to how the brain processes reward and reinforce purchasing habits. It is expected that many menu items will rely on concentrated combinations of sugar, fat, and salt that activate dopamine-related reward pathways and strengthen desire for continued consumption. Advertisements are anticipated to consistently use red and yellow tones, bright lighting, and glossy textures to make food appear warmer, fresher, and more satisfying. Overall, this study aims to demonstrate that fast food marketing strategically combines food science and psychological design to increase desirability and customer retention, contributing to broader discussions about marketing ethics and public health.