Identity based motivation

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Identity-based motivation theory (IBM) is a social psychological theory of human motivation and goal pursuit, which explains when and in which situations people’s identities or self-concepts will motivate and to take action towards their goals.[1]

IBM predicts that the motivational power of our identities depends on which identities come to mind and what they are taken to mean in a given moment (termed “dynamic construction”), whether or not those identities feel like they fit with the current situation (termed “action-readiness”), and how experienced difficulties are interpreted (termed “interpretation of difficulty”).

People interpret situations and experienced difficulties in ways that are consistent with whichever identities are currently on their minds, and prefer to act in ways that are identity-consistent rather than identity-inconsistent.[2][3] When actions feel identity-consistent, difficulties that come up tend to be interpreted as important, suggesting actions are meaningful. On the other hand, when actions feel identity-inconsistent, the same difficulties suggest the behavior is pointless and “not for people like me.”

The IBM model was developed by University of Southern California Professor Daphna Oyserman, and has been used as a foundation for a variety of aspiration-achievement gap interventions in schools,[4][5][6] health,[7][8] planning, and savings.[9] Identity-based motivation theory is also used in understanding motivations behind giving both gifts [10] and charity,[11] consumer behavior,[12][13] and the interface between culture and identity.[14]

  1. ^ Oyserman, D. (2015). Pathways to Success Through Identity-Based Motivation. Oxford University Press.
  2. ^ Oyserman, D., Fryberg, S. A., & Yoder, N. (2007). Identity-based motivation and health. Journal of Personality and Social Psychology, 93, 1011-1027.
  3. ^ Oyserman, D. (2015). Pathways to Success Through Identity-Based Motivation. Oxford University Press.
  4. ^ Oyserman, D. Bybee, D., & Terry, K. (2006). Possible selves and academic outcomes: How and when possible selves impel action. Journal of Personality and Social Psychology, 91, 188-204.
  5. ^ Oyserman, D., Destin, M., & Novin, S. (2015). The context-sensitive future self: Possible selves motivate in context, not otherwise. Self and Identity, 14(2), 173-188.
  6. ^ Smith, G. C., & Oyserman, D. (2015). Just not worth my time? Experienced difficulty and time investment. Social Cognition, 33(2), 85-103.
  7. ^ Oyserman, D., Fryberg, S. A., & Yoder, N. (2007). Identity-based motivation and health. Journal of Personality and Social Psychology, 93(6), 1011.
  8. ^ Oyserman, D., Smith, G. C., & Elmore, K. (2014). Identity‐Based Motivation: Implications for Health and Health Disparities. Journal of Social Issues, 70(2), 206-225.
  9. ^ Lewis, N. A., Jr., & Oyserman, D. (2015) When Does the Future Begin? Time Metrics Matter, Connecting Present and Future Selves. Psychological Science, 26, 816-825.
  10. ^ Klein, J. G., Lowrey, T. M., & Otnes, C. C. (2015). Identity-based motivations and anticipated reckoning: Contributions to gift-giving theory from an identity-stripping context. Journal of Consumer Psychology.
  11. ^ Aaker, J. L., & Akutsu, S. (2009). Why do people give? The role of identity in giving. Journal of Consumer Psychology, 19(3), 267-270.
  12. ^ Burson, K. A., & Gershoff, A. D. (2015). Marketing actions that influence estimates of others also shape identity. Journal of Consumer Psychology.
  13. ^ Shavitt, S., Torelli, C. J., & Wong, J. (2009). Identity-based motivation: Constraints and opportunities in consumer research. Journal of consumer psychology: the official journal of the Society for Consumer Psychology, 19(3), 261
  14. ^ Gomez, P., & Torelli, C. J. (2015). It's not just numbers: cultural identities influence How nutrition information influences the valuation of foods. Journal of Consumer Psychology