The document summarizes feedback from participants on various weight loss program websites. Regarding Nutrisystem, participants found their website easier to use and navigate than competitors like Weight Watchers. Kirstie Alley was viewed as the most credible celebrity endorser because of her public struggles with weight loss. However, most participants felt that celebrity endorsements had limited credibility due to celebrities' access to additional resources. Male participants also felt that most websites were geared more toward women and wanted prominently featured customized programs for men. In general, participants wanted more information before signing up and expressed reluctance to provide credit card information online without first speaking to someone.

2. 1. Nutrisystem was judged as having
the best website experience, while
Weight Watchers had the worst.

3. Nutrisystem is the
better experience
hands down. The
website is easier to
use. It gives me more
information so it
seems like they care
more.
-Male participant
Nutrisystem was
easier to navigate
[and] is better
technically.
-Female participant
Nutrisystem is the
better experience – I
think their website is a
lot better.
-Female participant

4. I would not stay on
this site. There are a
bunch of ads and the
page is to the left.
- Female participant
The site takes up half
the page.
– Female participant
The site is kinda
blah…not very inviting
and very few options.
-Female participant

5. 2. While every participant
recognized every celebrity endorser,
Kirstie Alley was the only one they
considered to be credible because
of her public struggle with weight.

6. I would be interested
in Kirstie Alley – not
because she is a
celebrity but because
she has a history.
The fact that she has
gained and lost weight
gives her credibility…
and her struggle was
so public.
-Female participant

7. It depends on the
celebrity endorsing…
Kirstie Alley has
struggled with the
weight so it is good to
see that she is here.
It’s not that I trust
celebrities but it’s
good to see those who
have struggled.
-Female participant

8. 3. Most participants felt the credibility
of celebrity endorsements was limited
by the celebrity’s access to additional
resources or intrinsic conflict of
interest.

9. [Celebrities] are not
very inspirational to
me. They have too
many problems.
-Male participant while viewing
Jenny Craig
Mariah Carey is
showing. I would
prefer someone more
like me – like an
everyday person.
Celebrities really have
people who help them
lose their weight and
pick their food.
Everyday people don’t
have that.
-Female participant while viewing
Jenny Craig

10. I would look at the
plans themselves and
not trust the celebrity
endorsement. They
are getting paid for it
and I doubt if they
have gone through the
program.
-Male participant while viewing
Nutrisystem
I am not impressed by
[Janet Jackson] on the
website. It would have
no effect on my
decision.
- Female participant while viewing
Nutrisystem

11. They don’t have to
lose weight like I have
to. They can focus
their entire day on it. I
have work, kids,
family.
-Male participant while viewing
Organic Liaison
It seems like a lot of
stuff about celebrities.
I don’t know if that
would make me buy it
or not. I might shy
away since it is
something that
celebrities are just
selling to make
money.
- Male participant while viewing
Organic Liaison

12. I think it is not a good
choice [to feature a
celebrity] because
they are not real
people for one, and
because they have the
financial backing to
hire personal trainers
and nutritionists.
-Female participant while viewing
Weight Watchers
They are not an
everyday mom with
kids and stuff. You
don’t believe it’s real
weight loss when you
see a movie star.
-Female participant while viewing
Weight Watchers

13. This one looks more
appealing because it
doesn’t push the
celebrity aspect.
-Male participant while viewing
-eDiets

14. 4. Male participants felt most websites
were geared toward women first, and
expressed a desire for prominently
featured customized programs for
men.

15. The site looks more
geared to women just
from looking at the
[homepage] pictures.
-Male participant while viewing
eDiets
Yes [I would be less
likely to join].
Compared with the
other sites there were
two different
plans, one for men
and one for women.
-Male participant while viewing
eDiets
The only thing I’m
thinking is that it would
be nice if there was a
guy on there.
-Male participant while viewing
eDiets

16. 5. Most participants indicated that
websites provided insufficient
information to sign-up or purchase on
the spot.

17. It seems that they [all]
are trying to trick you
into signing up. They
just want your credit
card information.
-General comment
I’m not interested in
signing up. I just want
more information.
– eDiets comment

18. I would call first, I
wouldn’t sign up
online.
– Retrofit comment
I’m going to need to
talk to someone
[before I sign up].
– Jenny Craig comment
I would have to talk to
someone.
– Weight Watchers comment

19. Mistakes like these
aren’t just found in the
weight loss industry.
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