Tropical Weight Loss
Photo: Andres Ayrton
"There's a funny, kind of counterintuitive thing that happens when many people take weight-loss drugs: they gain weight," said Amit Bhattacharjee, an assistant professor at The Tuck School of Business, whose research focuses on consumer beliefs and well-being.
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Read More »In 2007, the Food and Drug administration approved the first ever over-the-counter diet drug. Alli, as the pill was (and still is) called, could be taken by anyone, without a prescription. And it worked, so long as those who took it also maintained a healthy lifestyle. Wp Get the full experience. Choose your plan ArrowRight That last bit—persuading people who take diet drugs to also eat well and exercise—is the oft overlooked key with weight-loss remedies. And GlaxoSmithKline, which manufactures the drug, knew it. Marketing around the pill made it clear that Alli was not some miracle drug. But getting people to treat diet drugs for what they are—helpers, not fix alls—is actually a lot harder than it sounds. Some diet drugs have been shown to work. But a growing pool of research suggests people are prone to use them improperly. "There's a funny, kind of counterintuitive thing that happens when many people take weight-loss drugs: they gain weight," said Amit Bhattacharjee, an assistant professor at The Tuck School of Business, whose research focuses on consumer beliefs and well-being. "But it isn't necessarily because the drugs themselves don't work." Bhattacharjee has a new study titled 'The Perils of Marketing Weight-Management Remedies,' which looks closely at how the way in which weight-loss drugs are pitched to people can significantly affect the way in which people understand them. In the study, Bhattacharjee and co-authors Lisa Bolton of the Smeal College of Business and Americus Reed II of The Wharton School report that advertisements for diet drugs can lead people to believe, falsely, that weight-loss remedies are more powerful than they actually are. That misunderstanding, they argue, has a subtle but profound effect on how people approach nutrition and health, even before actually taking a drug.
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Read More »"In general, the misunderstanding is that if you take this drug you can lose weight without exerting effort elsewhere to help reduce the risk of gaining weight," Bhattacharjee said. "Everyone is looking for free lunch. Everyone is looking for the promise of something easy. The problem is that these things don't really exist."
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Read More »The consequences of motivated reasoning, as they relate not just to weight loss, but all sorts of other interventions, is these interventions tend to have an effect that is the opposite of its intention. There's a long line of research that explores this very interplay. The phenomenon is known well enough that it even has a name: the boomerang effect. Bolton's previous research, which has focused on the consequences of marketing remedies, has shown that the effect exists not just for weight-loss drugs, but also for smoking cessation aids. The takeaway is, on the one hand, that any diet shortcut that sounds too good to be true probably is. On the other, it's that we're so enamored with the idea of a pill relieving us of the need to take care of ourselves, that we end up marginalizing the effect of diet drugs that actually work. In the absence of will power—or merely the preponderance of motivated reasoning—people might want to consider trying smaller, less sweeping steps—things like making healthy foods easier to eat and unhealthy foods harder to eat—which are likely better routes to weight-loss goals. "We need to think about little interventions," said Bhattacharjee. "Things that lead people to make better, healthier choices—not antidotes that excuse lapses."
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