Implicit Theories: Implications For Consumer Behavior

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.


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.


Carol Dweck, Department of Psychology, Stanford University, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More


J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products

Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More


To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.