Identity Coupling

Definition

The degree to which an action reinforces or conflicts with a person's self-concept. When preferred behaviour aligns with identity ('I am the kind of person who...'), compliance becomes self-reinforcing rather than requiring external motivation.

Formula

Example

PSC graduates who pay forward aren't repaying a debt—they're continuing the story of being helped. The identity is 'part of a giving chain' not 'debtor.' I is maximised because paying forward confirms self-image.

Source

AoE Section 2.2