Study 1 examined avoidant coping after a hypothetical dieting setback. Study 2 examined the implicit theory–avoidant coping
relation after naturally occurring challenges to participants’ weight-loss goals. Across both studies, entity theorists, relative to
incremental theorists, reported more avoidant coping after setbacks. In Study 2, avoidant coping, in turn, predicted difficulty
achieving weight-loss success. Study 3 manipulated implicit theories of weight to test the causal effects of implicit theories
on effortful regulation. Entity theorists, relative to incremental theorists, reported less persistence following setbacks. Across
the three studies, expectations about the potential for future dieting success mediated the link between implicit theory and
self-regulation.