Social contagion of binge eating.

A social psychological account of the acquisition of binge eating, analogous to the classic social psychological work, "Social Pressures in Informal Groups" (Festinger, Schachter, & Back, 1950), is suggested and tested in two college sororities. In these sororities, clear evidence of group norms about appropriate binge-eating behavior was found; in one sorority, the more one binged, the more popular one was. In the other, popularity was associated with binging the right amount: Those who binged too much or too little were less popular than those who binged at the mean. Evidence of social pressures to binge eat were found as well. By the end of the academic year, a sorority member's binge eating could be predicted from the binge-eating level of her friends (average r = .31). As friendship groups grew more cohesive, a sorority member's binge eating grew more and more like that of her friends (average r = .35). The parsimony of a social psychological account of the acquisition of binge eating behavior is shown. I argue that there is no great mystery to how bulimia has become such a serious problem for today's women. Binge eating seems to be an acquired pattern of behavior, perhaps through modeling, and appears to be learned much like any other set of behaviors. Like other behaviors, it is under substantial social control.