Date created: | Last Updated:

Category: Project

Description: As we continuously seek to bridge the intention-behaviour gap, behaviour researchers have acknowledged the potential influence of identity on behaviour. As we tease out this identity-behaviour relationship, it is imperative that we consider what "identity" actually means to the human beings that are the foundation of our research data and outcomes. How do participants view identity? How do they experience identity? Do they believe identity has impact on their behaviour? This research uses a qualitative reflective think-aloud approach to discover what identity means to real people in the real world. Outcomes will help to understand what identity means in real life contexts and, in doing so, highlight important participant-related considerations for identity-behaviour researchers. *This research forms part of Kristie-Lee Alfrey's PhD Thesis.