* Individual or community orientations - some communities revere obesity and regard fat individuals as healthy, free of Aids and beautiful, as is often the case in African societies. Trying to persuade a member of such a community that weight loss is essential, is a losing battle.

* Speed of gratification - modern people are addicted to 'instant fixes'. Whereas our ancestors were patient and prepared to work and wait for result or changes, modern man expects solutions in a wink and many people are not prepared to take time and care to lose weight. I have endless comments from Readers who bewail the fact that they have been on a diet for a week 'and not lost a kg!'. Weight loss takes time and effort, two concepts that are at odds with the modern need for instant gratification.

* Perceived benefits - this value can make any weight loss programme fail, because it is practically impossible to motivate someone to lose weight if they cannot perceive the benefit of doing so. If you are not deeply convinced that losing weight will improve your health and lifestyle, then don't even start a diet, it will be doomed to failure.

* Locus of control - the question of who controls your life is also important. Do you feel that you are in control of your life and all its aspects, or do you feel like a helpless baby torn in different directions by forces beyond your control? If you belong to the latter group, you will also fail when trying to lose weight, because it take control to stick to a diet and an exercise programme.

* Aspirations - these values define your goals. If you are determined to reach your gaol of weight loss then chances are you will get there with flying colours, but if you don't even have any aspirations and just vaguely think you should be doing something about being obese because someone else thinks so, your chances are poor.