Implicit and explicit attitudes toward fatness and thinness: The role of the internalization of societal standards.

Two studies examined restrained and unrestrained eaters' implicit and explicit attitudes toward fatness and thinness. Participants completed measures of implicit and explicit attitudes toward fatness and thinness (Studies 1 and 2), and a measure of the internalization of sociocultural attitudes toward thinness (Study 2). Restrained and unrestrained eaters both had strong implicit negative attitudes toward fatness, but restrained eaters had stronger negative explicit attitudes and beliefs about fatness. Explicit attitudes and beliefs were related to the degree of internalization of sociocultural attitudes, and the internalization of sociocultural attitudes partially mediated the relation between dietary restraint and explicit attitudes. These results suggest that most people are aware of societal standards regarding fatness and thinness and have developed negative implicit attitudes toward fatness, but that only some people (in particular, restrained eaters) have internalized these standards and developed negative explicit attitudes toward fatness that they endorse as personal beliefs.