انگیزش مبتنی بر هویت : مفاهیم برای آمادگی عمل، رویه آمادگی و تحقیقات رفتار مصرف کننده

Choices are often identity-based but the linkage to identity is not necessarily explicit or obvious for a number of reasons. First, identities feel stable but are highly sensitive to situational cues. Second, identities include not only content but also readiness to act and to use procedures congruent with the identity. Third, identities can be subtly cued without conscious awareness. Fourth, what an accessible identity means is dynamically constructed in the particular context in which it is cued. Because identities carry action- and procedural-readiness, the outcome of an identity-based motivation process may be similar to or different from the choices an individual would have made in another setting. Moreover, once an identity is formed, action and procedural-readiness can be cued without conscious awareness or systematic processing, resulting in beneficial or iatrogenic outcomes

In this paper, I outlined a perspective that assigns a central role to identity as it is dynamically constructed in context. Briefly, while identity feels stable and important, it is also highly malleable and context sensitive, even though people are unlikely to be aware of the impact of situations on behaviors that they attribute to identity, or of the influence of identity on other cognitions and behaviors. Identity matters because it influences what actions people take (action-readiness) and how they make sense of the world (procedural-readiness). Identity-based motivation can be beneficial or detrimental, depending on how the identity is constructed in the specific context and the behavioral and procedural options available in that context. It is not possible to understand the influence of identity on cognition and behavior without taking situations into account. Identity-based readiness should influence consumer behavior depending on features of the situation in which choices are made. These include advertisements, who is identified with a brand or product, and whether information is best understood using identity-congruent or -incongruent procedures.