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Beyond being painful, fat stigma might facilitate pernicious consequences; over and above one’s weight, fat stigma is associated with lesser wellbeing, poorer health, greater all-cause mortality, and weight gains that perpetuate the weight-stigma cycle. To combat fat stigma effectively requires an understanding of the perceptual calculus underlying it. Here, we seized upon new work asserting that importance of a previously overlooked variable in this calculus—fat deposition location (body shape)—and we examine basic but fundamental open questions about the role of body shape in fat stigma via two experiments (one pre-registered). We replicate and extend work investigating how body shape—over and above body size—drives stigma toward women, using a figure set created specifically to test predictions about the role of body shape as well as size. We asked: (1) Are findings of greater explicit stigma toward adult women with abdominal (gut) versus gluteofemoral fat depositions (hips, thighs, buttocks) replicated—and (2) does this same finding hold for implicit stigma?; (3) Are male targets similarly stigmatized as a function of shape? (4) Do individual difference factors known to predict anti-fat stigma, e.g., Protestant Work Ethic, play a role here? We examined these questions by presenting American participants with women and men targets varying in both body size and shape—assessing participants’ explicit stigma (via self-report) and implicit stigma (via the Attitude Misattribution Procedure; AMP). We replicated the pattern that explicit fat stigma toward women is shape-sensitive and extend that to implicit stigma—finding, for example, that, of two women with the same exact heights and higher weights, the woman with abdominal fat deposition is more stigmatized than the woman with gluteofemoral fat deposition. We found no consistent results regarding the role of body shape in driving fat stigma toward men. We also found that some individual difference factors predicting anti-fat stigma were also attuned to body shape as well as body size. The results underscore the importance of integrating body shape into future work on fat stigma (toward women).