Well, I mean, take a look around! Food is, historically and culturally, a symbol of gluttony. All this 97% fat-free stuff everywhere like it makes a difference, all of that just emphasises the false point that calories = greed = guilt. The airbrushed woman in a tank top and short shorts standing next to the 97% fat free sign, the word 'fat' itself - all adds to you perception of yourself, your perception of food and uyour perception of your consumption of food. So while the adverts are telling you to eat the somewhat fatty product, your mind is saying 'but it doesn't say '97% fat free' on the side! What will this do to my waste line!' Which brings up ideas and connotations like getting fat, and eventually being socially unacceptable. And being 'fat' in our society is such a scary thing to everyone. We sit and say 'how could you let yourself get like that?', and that question is answered when we scoff down a whole 150g pack of chips - which scares us. Which is where the guilt comes from. In movies, in pop culture, in Hollywood, on billboards, in magazines, on TV shows, on advertisements, in school, in health books, on posters, in books; the message that thin = acceptable and successful, fat = jokable and laughable is everywhere. We're social animals, we really do need to feel comfortable and accepted within our environment or we know we will get depressed and start feeling lonely, so we plan to make ourselves acceptable day-by-day, even in ways we don't realise. They are simply 'regulations' that the brain puts in place for itself - regulations that were shaped, initally, by the advertising industry and social connotations with eating and 'fatness'. It seems intense, but the messages saturate our society, beyond the point of being unaffected by it - when you begin to realise it, it becomes hard to imagine how you would think if your mind and connotations with certain things weren't shaped by the advertising industry; if you had to figure that out for yourself. Anyway, that's why we feel guilty.

That's why I have a gym membership. Double cheese on pizza and extra large slices of cheesecake for me.

I don't feel guilty at all. most women are programed to believe that eatting huge amounts of food...even front of people its seen as nasty. Some women wanted to lose weight, that's one of the reaosn why they count calories. I'm skinny and could never gain a pound. I think that you have a point in your question. People are being too obsessed with being skinny.

some people have nothing to eat

For me I never gain weight if i eat usual meals because I am a mediterranean and it is known that mediterranean diet is the most healthy diet in the nowadays world. But when i start to eat junk food sch as icecream, deserts, cakes, chocolate etc i can easily gain weight so i feel guilty when i eat these bad stuff-we call. it's like i am cheating my exercise programme. all the calories burnt are taken in with a single desert:)though i like to treat myself a few times a week.

Personally, I feel guilty to myself because I had worked so hard to lose that pound or two and now I have to go through the same process again.

well i'm lucky because i have to gain weight to meet the weight requirements for the military.

well its not hurting anyone else but its hurting them.honestly i feel sick when i've over eaten.and then i feel worse when my jeans dig into my sides from where i've put on weight. when you're slim you're more energetic,you just generaly feel better,both inside and out. i agree with one of the previous commenets: "its gluttony".when you eat more than you need its just greedy.and that definately,for me,makes me feel guilty. now i gotta go.i've gotta finish these cakes lol hehehe

I believe said person would feel guilty in that situation because they feel they have let themselves down, that they should and do in fact know better. I am not trying to make a judgement as to if such feelings are correct or not - that is another question.

They feel guilty because they don't want to end up like the seriously fat person sitting next to them who is having a hard time just breathing. That sight should be more than enough to put you off your food.