Stereotypical Beliefs about Appearance: Implications for Retailing and Consumer Issues

This research was designed to identify current stereotypical beliefs about obese men and women, assess subjects' desire to work with individuals described as "normal" weight as opposed to obese, examine subjects' perceptions of their own body size, inquire about subjects' personal desire to gain and lose weight, and identify subjects' diet and consumption behavior. The data indicate sex differences in subjects' perceptions of bodily appearance, desire to work with obese people, perceptions of their own weight, desire to lose rather than gain weight, and consumption and diet behavior.