Behavioral beliefs of high income women supported
their maintenance of healthy behaviors. Women strongly
believed that eating too much food leads to excessive
GWG, and to a lesser extent, that physical activity helped
slow the rate of weight gain. This belief came more from
information seeking than any type of social norm as one
woman describes, ‘‘I think some people use it as an excuse.
‘I can eat whatever I want’ or ‘I’m eating for two.’ But I
read in one of the books, you’re really only eating for 1.1.’’