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 and thereby 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.