Check this out. What you will see is a reminder to physicians of the variety of psychological, social, and environmental factors that cannot only contribute to patients developing obesity, but as importantly, to their failure to comply with a treatment plan. 

And the explanation here is very well worded. The factors listed above don’t, at the most fundamental level, really cause obesity and treatment failure. Rather, they “…can trigger existing genetic substrates to promote obesity.” That’s different. Evolutionary Psychology (Go read this book!) teaches us that thousands of years ago, our ancestors on the savannah who learned to “calorie pack” were more likely to survive in a food-scarce environment, and thus more likely to pass those genes down to us today. When triggered, the behavior caused by these genes can cause obesity that is extremely unhealthy and difficult to modify.

Bottom Line. As I continue to ply my trade of marketing research, I have become increasingly convinced of the importance of learning to understand the layers of what I call the Behavior Pyramid. For example, most pharmaceutical marketing research focuses on physician prescribing “decisions.” But very few behaviors are actually based on decisions. Dig a little deeper, and you will find that most behavior is the result of habits. Look one more layer down, as in obesity, and you will find the impact of genetics.

Yup. Understanding these layers is important to physicians treating obesity, and to those of us who study these doctors!

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