Across the world, fewer people are buying the "I have a glandular disorder" excuse for obesity.

As the average waistline increases but the numbers of obese people skew that result, society is getting less tolerant of heavier folk - even in cultures where being big is considered better, according to a cross-cultural study of attitudes toward obesity to be published in the April issue of Current Anthropology.

The study didn't test what is driving the shift in attitude, but the researchers say that "newer forms of educational media, including global public health campaigns" may be playing a role.

They surveyed people in nine locations around the world and found negative attitudes toward fat bodies in all of them, results which suggest to the authors a globalization of ' fat stigma' in which overweight people are increasingly viewed as ugly, lazy or lacking in self control.

In the U.S., obesity been stigmatized for several decades but that was not true for the rest of the world, says Dr. Alexandra Brewis, Arizona State University anthropologist and one of the study's authors.

"Previously, a wide range of ethnographic studies have shown that many human societies preferred larger, plumper bodies," Brewis said. "Plump bodies represented success, generosity, fertility, wealth, and beauty."

Certainly in a world of starvation where food was more scarce it made sense - you had to be rich to be fat.  But in a world of cheaper food, a goal society has striven toward for millenia, people who overdo it and make themselves even unhealthier due to overeating are regarded more critically.    A more negative way of looking at obesity, such as symbolizing personal failing, is becoming ubiquitous.

The researchers surveyed people in Mexico, Argentina, Paraguay, the U.S., and the U.K. Also included were American Samoa, Puerto Rico, and Tanzania - cultures that have traditionally been thought of as "fat-positive". People were asked if they agreed or disagreed with a series of statements about body size. Some statements were fat-negative ("Fat people are lazy") while others were more fat-positive ("A big woman is a beautiful woman"). 

The responses across these diverse cultures were largely congruent with Western attitudes, the researchers found. What's more, the highest fat stigma scores were not in the U.S. or the U.K., "but rather Mexico, Paraguay, and—perhaps most surprisingly—in American Samoa," the researchers write.

The change in attitudes in American Samoa has happened with remarkable speed, says Dr. Brewis. "When I was doing research in the Samoas in the 1990s, we found people starting to take on thinner body ideals, but they didn't yet have discrediting ideas about large bodies," she said. "But that appears to be changing very quickly."

"People from sites that have adopted fat-negative attitudes more recently seem to be more strident," said Arizona State University anthropologist Amber Wutich, another of the study's authors. "The late adopters were more likely to agree with the most judgmental statements like 'fat people are lazy.'" 

Brewis said the findings reveal another dimension to the global obesity epidemic.    "There are now more overweight than underweight people around the world," she said. "Our results show that this rapid growth in obesity isn't just a concern because it can undermine health. As more people globally gain weight, we also need to be as concerned about the profound emotional suffering that comes with these types of prejudicial ideas about big bodies taking hold."