Weight Watchers as Spiritual Experience?

weightwatchApparently so, according to California State University marketing professors Risto Moisio and Mariam Beruchashvili, who attended weekly meetings and interviewed female members and group leaders.
As they explain in a new paper, Weight Watchers is popular because:

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 support group gives meaning to members’ at times trauma-ridden overweight condition, grants forgiveness for members’ weight loss failures, offers valued oversight and overarching guidance needed to make it through the trials and tribulations of the week, as well as casting the occasional weight-loss successes in a veneer of much-needed glamour.

Category: Findings

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