Abstract

This chapter explores the role of deliberate choice in consumer feeding behavior and its connection to obesity. In the West, especially in North America, many people, including health professionals, believe that obese people are stereotypically unhealthy eaters who lack self-control and are not motivated to be physically active (Salas et al. 2014). In general, medical treatment for the overweight or obese patient reflects the stereotype of the obese person: Eat healthy, control your portions through “will power,” cognitive behavioral therapy, or pharmacotherapy, and, lastly, exercise (Steelman and Westman 2010). ¹ In other words, medical interventions send the message that the obese patient should learn to make better lifestyle choices.