In conclusion, these findings add new evidence to the debate about the impact of fast-food on obesity by providing credible evidence on magnitudes of the effect of fast-food. Still, this research leaves several questions unanswered. We cannot speculate about the generalizability of our research to other samples; it is possible that adolescents and pregnant women are uniquely vulnerable to the temptations of fast food. In addition, our research cannot distinguish between a rational price-based explanation of the findings and a behavioral self-control-based explanation. Finally, since fast food is ubiquitous in America, we cannot study the impact of fast-food entry in a society where fast food is scarce. We hope that some of these questions will be the focus of future research.