A new study in the Journal of Consumer Research says dieters are attracted to Weight Watchers because of its combination of spirituality and therapy.
Authors Risto Moisio (California State University, Long Beach) and Mariam Beruchashvili (California State University, Northridge) undertook observations of weekly Weight Watchers meetings and conducted interviews with female members and group leaders. They conclude that Weight Watchers provides a powerful service to its clientele.