The role of identity in influencing change (Part 2)

In a previous blog post I talked about the identity model of decision making put forward by Stanford Professor, James March.

The identity model says our decisions are based on how we see ourselves, and who we believe we are (or want to be). Any time we have a decision to make, we ask ourselves three questions:

  1. What kind of situation is this?
  2. What kind of person am I?
  3. What would someone like me do in this situation?

This concept can be really useful when we are trying to influence someone to change their behaviour – to make a different choice. Let me give you an example.

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