Potential growth areas for implicit theories research

Implicit theories have great potential relevance to shape theory and research in consumer psychology. Beliefs about the stability or malleability of human characteristics can affect the behaviors of companies and customers alike, including the ways in which the two interact with one another. In this paper, we speculate about potential extensions and boundary conditions for the effects of implicit theories on consumer behavior. We also propose a number of new directions for future research, especially regarding the role that implicit theories can play in persuasion and social influence.