Implicit Theories: Implications For Consumer Behavior

Carol Dweck, Department of Psychology, Stanford University, USA
My research on implicit theories demonstrates the power of simple beliefs to affect people’s judgments, motivation, and behavior. In this talk, I review past work on implicit theories, present new work (not yet published), and describe the many implications for consumer behavior. Specifically, I will contrast people who believe that human qualities are fixed with people who believe they are malleable, and document differences in their goals (to prove themselves vs. improve themselves) and in their modes of judging others (rapid, rigid judgments vs. gradual, flexible judgments). I show how these differences in goals and judgments translate into consumer behavior.
[ to cite ]:
Carol Dweck (2007) ,"Implicit Theories: Implications For Consumer Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 275-280.