Obesity and the economics of prevention : fit not fat The authors including special contributions from health and obesity experts Marc Suhrcke Tim Lobstein Donald Kenkel and Francesco Branca challenge the perception that explanations for the obesity epidemic are simple and solutions are within reach. A detailed look at the data reveals a more complicated picture one in which even finding objective evidence on the phenomenon is a difficult task 1. Introduction: Obesity and the economics of prevention 2. Obesity : past and projected future trends 3. The social dimensions of obesity 4. How does obesity spread 5. Tackling obesity : the roles of governments and markets 6. The impact of inventions 7. Information incentives and choice : a viable approach to preventing obesity.