Appendix.

Survey Language for Seven Obesity Metaphors

Obesity Metaphor	Language
Obesity as sinful behavior	A big problem with America is that people are unwilling to work hard or control their impulses. People who are overweight aren't even trying to get healthier. Fat people can't do their jobs well and cost us all more for their health care. So it's unfair when those people make others pay for their lack of effort. When I see people who are overweight, they disgust me.
Obesity as food addiction	A big problem in the U.S. is that people get hooked on certain things and just can't quit. When people get used to eating sugary, fatty foods, some can't keep themselves from eating more and more so they become overweight. It's not fair that this is true for some people, but others can eat whatever they want and not gain weight. People who are heavy must feel so helpless, having lost control over their own bodies.
Obesity as eating disorder	A big problem in the U.S. is that our society sends the wrong messages about what it means to be attractive. When people can't achieve these unrealistic views of ideal weight, they feel bad about themselves and go on fad diets that just make them fatter. It's unfair to expect people to become something that they're not and it's shameful that we expose young people to such unrealistic messages about physical attractiveness.
Obesity as time crunch	A big problem with America is that work has gotten in the way of more important things. Everyone getting fat is just a symptom of a society that emphasizes work at the expense of people's well-being. People who are overweight just don't have the time to exercise or prepare healthy home-cooked meals. It's unfair that people are under so much pressure to make ends meet that they have no time to take care of their health. So when I see people who are overweight, I get nostalgic for the days when life was slower and it was easier to live a healthy lifestyle.
Obesity as disability	A big problem in this country is that we blame the victim for things they cannot control. People who are overweight get treated particularly badly by others, whether at work or in social settings, even though their weight problems come from their parents. It's not right when people who are overweight are denied a chance to live a full and happy life, so when I see a person who is overweight my heart goes out to them.
Obesity as industry manipulation	A big problem in the United States is that commercial interests dictate our choices and values. In particular, advertising distorts how we value food. Americans used to eat to live, now we live to eat. People are overweight because businesses just want to sell them more food and keep them on the couch, watching TV. It's not right when corporate America controls our lives. So when I see a person who is overweight, I feel frustrated that we let big business make them that way.
Obesity as toxic food environment	A big problem in this country is that we're surrounded by choices that are cheap and easy but not good for us. We have become so used to eating fatty, sugary foods that healthy foods are lost in a sea of unhealthy alternatives. So people are overweight because processed foods displace natural foods and large restaurant portions replace reasonable meals. It's not fair that it's become so hard to find healthy foods at a reasonable price. When I see a person who's overweight, I get angry at our society for allowing bad food choices to drive out the good ones.

Note: For each item, survey respondents were asked to respond to the following: “Out of every 100 Americans with weight problems, for how many do you think that this account explains a lot about why they are overweight?”