ABSTRACT
Many behavioral interventions that succeed in changing behavior do so by changing the identity relevance of the targeted actions. Campaigns to change behavior often try to tie them to existing powerful identities. They assume that if they can make people see particular conduct (e.g., littering) as incompatible with an especially valued identity (e.g., Texan), they will come to see the targeted behavior as a test of that highly valued identity. Tying conduct to valued identities (e.g., parent) can be useful not only by compelling people to take an action, but by licensing them to take an action. The latter occurs when tying a behavior (e.g., gun opposition) to an identity (e.g., parent) grants people standing to engage in that activity. The identity relevance of behavior can also be changed by legal actions. Laws serve to make behavior more identity relevant, and in some cases, less identity relevant.
