Goal Orientation Influences the Type of Maladaptive Weight Management Behavior Chosen

We examine how implicit theories (entity vs. incremental) and goal orientation impact maladaptive weight management behaviours (MWMB). An online panel (n=579) revealed that the combined effect of implicit theories and goal orientation impacts the MWMB consumers choose; specifically varying on facets of proactivity, persistence, and effort involved in those behaviors.