Obesity and social norms

It has become more socially acceptable to carry a few extra pounds, as American women continue to become more overweight. According to a study published in Economic Inquiry, the “social multiplier” theory offers an explanation: As Americans continue to eat more calories and increase their average weight, people slowly adjust their perceptions of what “normal” is.

The study looked at body weights among American women in the 30- to 60-year-old age bracket from 1976 to 2000. The data showed that the weight of the average woman increased by 20 pounds, or 13.5 percent, during that period. The increase in the most obese women (i.e., the 99th percentile) increased by 18.2 percent, from 258 to 305 pounds. By 2004, 33.2 percent of American women over age 20 were classified as obese.

The researchers also looked at self-reports of women’s real weights versus desired weights. In 1994, the average woman said she weighed 147 pounds but wanted to weigh 132 pounds. By 2002, the average woman self-reported at 153 pounds, wanting to be at 135 pounds. This indicates that there is less social pressure to lose weight. Interestingly, a previous study reports that 87 percent of Americans, including 48 percent of obese people, believe that their body weight falls in the “socially acceptable” range.