In the end, no matter how they tested potential weaknesses in their theories the trio could not help but find significant results suggesting that one of the primary reasons many people are partial to supersize options is because we subconsciously feel better about ourselves when buying or consuming such options and/or we think such purchases elevate our status in the eyes of others.

In other words, we super size because it makes us feel superior—or at least a little better than we felt before.

Some folks, of course, will note that while the obesity problem in this country cut across all socio-economic, ethnic and income levels, it’s especially prevalent among those in the bottom half of the income tables—and even more prevalent among women and non-college graduates in those ranks. It’s not that far of a stretch to think that folks who are less educated, paid less on average or are otherwise resource-challenged might be more vulnerable to purchase and consumption decisions based on a non-conscious idea that bigger/larger/more equals better/powerful/more important.