How identity creates protective friction against unwanted behaviors.
What the evidence says
- Discomfort when actions don’t match self-concept[1]
- If you see yourself as healthy eater, junk food creates friction — people are motivated to act in ways congruent with identities[1]
- This friction is protective — identity-congruent action carries its own ”motivational pull”, which is what the theory claims[1]
- People are motivated to act in ways congruent with their identities[1]
- When an identity is salient, it brings ”readiness to engage in identity-congruent action” with it[1]