Abstract
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.
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