From mindset to weight management, what’s the role of the goal?: how implicit mindset and goal orientation interact to influence maladaptive weight management behaviours

Some consumers manage weight healthily, while others do not. This research examines how implicit mindset (growth vs. fixed) and goal orientation (GO; development vs. demonstration) influence maladaptive weight management behaviours (MWMB). Hypotheses suggested growth (fixed) mindsets would have development (demonstration) GO and subsequently engage in MWMB that requires (doesn’t require) proactivity, persistence, and effort. In a Pretest, an online panel rated MWMB items on proactivity, persistence, and effort required. In Study 1, an online panel’s responses were used to test if GO mediated the relationship between mindset and MWMB. Results did not support an indirect effect of mindset on MWMB through GO. In Study 2, GO was examined as a moderator. University students first completed a survey where GO was manipulated and then completed a follow-up survey two weeks later. Results show GO did not moderate the relationship between mindset and MWMB. Exploratory analyses, implications, and future research are discussed