Washington, Aug 26 (Inditop.com) What makes the obese turn to Weight Watchers (WW), the world’s largest support group for those fighting the battle of the bulge, with a membership of 1.5 million?
A new study says dieters and the overweight are drawn by its combination of spirituality and therapy. Moreover, WW provides a powerful service to its clientele.
Risto Moisio and Mariam Beruchashvili from California State University (CSU) observed weekly WW meetings and interviewed female members and group leaders.
They conclude that “pursuing weight loss is an immensely daunting project fraught with many troubles, whether psychological, social, or physical. To overcome these challenges, consumers turn to Weight Watchers.”
“As consumers evolve into full-fledged Weight Watchers members, the support group becomes their spiritual and therapeutic companion,” the authors write.
They found that WW members seek to alleviate many psychological traumas they link to their struggles with the battle of the bulge.
“The presence of fellow Weight Watchers is equally therapeutic as it is spiritual: it transforms the support group into a greater, spiritual power that engenders therapeutic aid to members struggling with their diets,” the authors said.
These findings were published in the Journal of Consumer Research.
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