For those trying to lose weight, Weight Watchers may seem like the ideal place to share advice and support. However, a new study suggests that as they get closer to reaching their goals they bond less with other members of their support group.

"When consumers start working toward a goal, they often feel uncertain about how to achieve the goal and see others at a similar stage as friends. They pass on helpful tips and cheer each other on. But once the goal is in sight, consumers feel more certain and believe they don't need support from others, so they become distant and keep useful information to themselves," researchers wrote in the study.

In one study, the researchers analyzed group meetings and interviews with members of Weight Watchers. All of the members in an early stage of weight loss talked about companionship and felt close to and willing to help other members compared with 42 percent in the advanced stage. In contrast, the vast majority in an advanced stage of weight loss, 79 percent, felt distant and were reluctant to share information with other members, compared with less than half in the early stage (44 percent).

Researchers said their findings can help support groups such as Weight Watchers, Alcoholics Anonymous, or smoking cessation programs find ways to keep people engaged and working toward their goals.

"As consumers move from the early stages of pursuing a goal to a more advanced stage, they change from being friendly to decidedly distant. And the more consumers distance themselves from others with similar goals, the more likely they are to feel disengaged and even give up on their goals entirely," the authors conclude.

The findings are detailed in the Journal of Consumer Research.