ABSTRACT
Background
GLP-1 receptor agonists such as semaglutide and tirzepatide are increasingly prescribed for weight loss and prevention of obesity-related diseases. Although effective, users are likely to face stigma, as medication-based weight loss is often perceived as less legitimate than lifestyle changes. We investigated stereotypes and discrimination toward weight loss injection users through the lens of the Stereotype Content Model.
Methods
Across three quota-representative online studies with UK adults, we assessed perceptions of warmth and competence, behavioral discrimination, and potential explanatory mechanisms. Study 1 (N = 300) compared evaluations of four groups differing in weight status and weight loss methods. Study 2 (N = 301) experimentally manipulated weight loss method (injections vs. diet and exercise) and tested the roles of fairness and healthiness perceptions, as well as behavioral discrimination using a dictator game. Study 3 (N = 201) evaluated whether communicating the fairness and healthiness of injections could improve user evaluations.
Results
Weight loss injection users were perceived as more competent than individuals with overweight, but less warm and competent than normal-weight people or those losing weight through diet and exercise. Discrimination manifested behaviorally, with participants allocating less money to injection users. Fairness perceptions predicted warmth, while healthiness perceptions predicted competence. Importantly, providing corrective information about the fairness and healthiness of injections enhanced warmth and competence ratings and reduced discriminatory behavior.
Conclusions
Weight loss injection users are subject to stereotype-driven stigma that may pose barriers to treatment uptake. Targeted communication addressing fairness and health concerns can reduce stigma and support broader adoption of the medications.