The Skinny on Celebrity Spokeslosers: How Diet Websites Would Be Better Off Without Them

1. Nutrisystem was judged as havingthe best website experience, whileWeight Watchers had the worst.

Nutrisystem is thebetter experiencehands down. Thewebsite is easier touse. It gives me moreinformation so itseems like they caremore. -Male participantNutrisystem waseasier to navigate[and] is bettertechnically. -Female participantNutrisystem is thebetter experience – Ithink their website is alot better. -Female participant

I would not stay onthis site. There are abunch of ads and thepage is to the left. - Female participantThe site takes up halfthe page. – Female participantThe site is kindablah…not very invitingand very few options. -Female participant

2. While every participantrecognized every celebrity endorser,Kirstie Alley was the only one theyconsidered to be credible becauseof her public struggle with weight.

I would be interestedin Kirstie Alley – notbecause she is acelebrity but becauseshe has a history.The fact that she hasgained and lost weightgives her credibility…and her struggle wasso public. -Female participant

It depends on thecelebrity endorsing…Kirstie Alley hasstruggled with theweight so it is good tosee that she is here.It’s not that I trustcelebrities but it’sgood to see those whohave struggled. -Female participant

3. Most participants felt the credibilityof celebrity endorsements was limitedby the celebrity’s access to additionalresources or intrinsic conflict ofinterest.

[Celebrities] are notvery inspirational tome. They have toomany problems. -Male participant while viewing Jenny CraigMariah Carey isshowing. I wouldprefer someone morelike me – like aneveryday person.Celebrities really havepeople who help themlose their weight andpick their food.Everyday people don’thave that. -Female participant while viewing Jenny Craig

I would look at theplans themselves andnot trust the celebrityendorsement. Theyare getting paid for itand I doubt if theyhave gone through theprogram. -Male participant while viewing NutrisystemI am not impressed by[Janet Jackson] on thewebsite. It would haveno effect on mydecision. - Female participant while viewing Nutrisystem

They don’t have tolose weight like I haveto. They can focustheir entire day on it. Ihave work, kids,family. -Male participant while viewing Organic LiaisonIt seems like a lot ofstuff about celebrities.I don’t know if thatwould make me buy itor not. I might shyaway since it issomething thatcelebrities are justselling to makemoney. - Male participant while viewing Organic Liaison

I think it is not a goodchoice [to feature acelebrity] becausethey are not realpeople for one, andbecause they have thefinancial backing tohire personal trainersand nutritionists. -Female participant while viewing Weight WatchersThey are not aneveryday mom withkids and stuff. Youdon’t believe it’s realweight loss when yousee a movie star. -Female participant while viewing Weight Watchers

This one looks moreappealing because itdoesn’t push thecelebrity aspect. -Male participant while viewing -eDiets

4. Male participants felt most websiteswere geared toward women first, andexpressed a desire for prominentlyfeatured customized programs formen.

The site looks moregeared to women justfrom looking at the[homepage] pictures. -Male participant while viewing eDietsYes [I would be lesslikely to join].Compared with theother sites there weretwo differentplans, one for menand one for women. -Male participant while viewing eDietsThe only thing I’mthinking is that it wouldbe nice if there was aguy on there. -Male participant while viewing eDiets

5. Most participants indicated thatwebsites provided insufficientinformation to sign-up or purchase onthe spot.

It seems that they [all]are trying to trick youinto signing up. Theyjust want your creditcard information. -General commentI’m not interested insigning up. I just wantmore information. – eDiets comment

I would call first, Iwouldn’t sign uponline. – Retrofit commentI’m going to need totalk to someone[before I sign up]. – Jenny Craig commentI would have to talk tosomeone. – Weight Watchers comment

Mistakes like thesearen’t just found in theweight loss industry.If you liked this report, you’ll love what we do.Contact Normal Modesinfo@normalmodes.com888.956.6337@normalmodes© 2011 - Normal Modes LLC - All Rights Reserved.

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The Skinny on Celebrity Spokeslosers: How Diet Websites Would Be Better Off Without Them

by Normal Modes - UX & Usability on Dec 26, 2011

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The Skinny on Celebrity Spokeslosers: How Diet Websites Would Be Better Off Without Them — Presentation Transcript