Identity drives behavior

When people make choices, they typically implement one of two decision-making models:

Consequences model – “…assumes that when we have a decision to make, we weigh the costs and benefits of our options and make the choice that maximizes our satisfaction. It’s a rational, analytical approach…”^[1] The consequences model is extrinsically motivated and controlled by the rational, analytical left side of the brain.
Identity model – make decisions based on the perception of one’s identity, the situation in which a decision is required, and the pattern recognition of identity to behavior in this kind of situation. The identity model for decision making is intrinsically motivated (not analytical) but right-brained: perceptual and imitative (e.g., “What would others in my identity group do in this situation?”).

…when people make choices, they tend to rely on one of two basic models of decision making: the consequences model or the identity model. The consequences model is familiar to students of economics. It In the identity model of decision making, we essentially ask ourselves three questions when we have a decision to make: Who am I? What kind of situation is this? What would someone like me do in this situation? Notice what’s missing: any calculation of costs and benefits.^[2]

#psychology