中文摘要：

“内隐人格理论”是人们所持有的对人的基本特征（如智力、品德和人格特质）及周围事物可变性的看法，可分为实体论和渐变论。本文旨在探讨“内隐人格理论”在消费者行为领域的应用。对人的基本特质及周围事物可变性的看法会影响人们的消费动机，从而影响人们的消费决策。实体论者更希望选择能凸显自我且简单易用的商品，同时更加注重消费结果；而渐变论者则更倾向于选择能够使自己得到发展和学习的、需要花费努力才能使用的商品，同时更加注重消费过程。此外，品牌和企业同样可以投射出实体论或渐变论倾向，消费者会据此对企业做出评价。在本文中，我们也探讨了测量和启动内隐人格理论的可能性及其在消费领域的应用。

英文摘要：

Implicit theories refer to the views on the variability of basic characteristics of human beings （ such as intelligence, moral characters and personalities ） and surrounding things, and can be divided into entity and incremental theories. This paper aims at the discussion of the application of implicit theories to the field of consumer behavior research. The views on the variability of basic characteristics of human beings and surrounding things can affect the motivations for consumption andthereby consumption decision-making. Entity theorists are likely to seek products in line with their performance goals and effortless success, and focus more on outcomes. But consumers who subscribe to incremental theory are likely to seek products in line with their development ＆ learning goals and which should be used by efforts, and focus more on process. In addition, brands and firms also can cast the propensity for entity theory or incremental theory and consumption accordingly evaluate firms. It also discusses the possibility of the measurement and start-up of implicit theories and their application to consumption field.