'As consumers evolve into full-fledged Weight Watchers members, the support group becomes their spiritual and therapeutic companion,' the authors write.

They found that WW members seek to alleviate many psychological traumas they link to their struggles with the battle of the bulge.

'The presence of fellow Weight Watchers is equally therapeutic as it is spiritual: it transforms the support group into a greater, spiritual power that engenders therapeutic aid to members struggling with their diets,' the authors said.

These findings were published in the Journal of Consumer Research.