Using Identity-Based Motivation to Improve the Nation's Health without Breaking the Bank

For the first time in two decades, overall life expectancy in the United States is in decline. This unsettling increase in mortality is largely due to lifestyle-associated causes. It is in the national interest to address this decline This article outlines identity-based motivation theory (IBM), an evidence-based behavioral science theory that provides insight and a behavioral toolset which together may help lower lifestyle-associated mortality and morbidity rates. A key place to start is the health aspiration-attainment gap: Most people aspire to live healthy lives yet often fail to sufficiently engage in behaviors necessary to achieve or maintain good health. This aspiration-attainment gap is particularly prevalent amongst people of lower socioeconomic status. We offer evidentiary insight into how IBM may be deployed by health-care providers, insurers and policymakers to help ameliorate the health aspiration-attainment gap and improve the health status of various demographic groups.